How to Write a Successful Marketing Plan: A Disciplined and Comprehensive Approach

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NTC Business Books, 1997 - Business & Economics - 510 pages
Here's everything you need to know to create a disciplined, comprehensive, "real-world" marketing plan. This second edition offers 50% more information -- data, ideas, worksheets, and strategic thinking. All-new chapters on linking target market and marketing objectives to sales, setting communication goals, executing the plan, and market research and testing. How to Write a Successful Marketing Plan:
-- Details what information you need to prepare your plan
-- Provides a 10-step method that lets you write a plan that quantitatively links all elements of the plan to deliver the sales objectives
-- Helps you gather and apply the information you need to make the right strategic decisions

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Contents

Chapter 2HOW TO PREPAREA BUSINESS REVIEW
28
Target Market Effectors
74
Business Review Writing Style
105
Copyright

24 other sections not shown

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About the author (1997)

Roman G. Hiebing Jr. is CEO of The Hiebing Group, a full-service advertising, marketing, and public relations agency. A lecturer at the University of Wisconsin, Hiebing is the coauthor (with Scott Cooper) of the bestselling marketing planning texts How to Write a Successful Marketing Plan, Second Edition, and The Successful Marketing Plan, Third Edition.

Scott W. Cooper is the senior vice president of marketing and branding for Brown Shoe Company, whose divisions include Naturalizer, Bass, Buster Brown, and the 930-store Famous Footwear chain. Cooper is the former president of The Hiebing Group.

Scott W. Cooper is president of Marketing Engine Group, a marketing planning firm, and coauthor of " The Successful Marketing Plan" and "The One-Day Marketing Plan." Fritz P. Grutzner is President and founder of Brandgarten, a brand strategy consulting firm. Birk P. Cooper works in project management at Brandgarten.

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