The Successful Marketing Plan: How to Create Dynamic, Results Oriented Marketing, 4th Edition [NOOK Book]

Overview

The planning guide marketers have relied on for two decades—updated and expanded

For more than 20 years, The Successful Marketing Plan has been the marketing professionals’ go-to guide for creating plans that define and fulfill the needs of their target markets. In this substantially revised and expanded fourth edition, Roman Hiebing, Jr., Scott Cooper, and Steve Wehrenberg outline how to develop proven objectives, strategies, and tactics that ...

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The Successful Marketing Plan: How to Create Dynamic, Results Oriented Marketing, 4th Edition

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Overview

The planning guide marketers have relied on for two decades—updated and expanded

For more than 20 years, The Successful Marketing Plan has been the marketing professionals’ go-to guide for creating plans that define and fulfill the needs of their target markets. In this substantially revised and expanded fourth edition, Roman Hiebing, Jr., Scott Cooper, and Steve Wehrenberg outline how to develop proven objectives, strategies, and tactics that deliver the bottom line.

Separating the plan into 10 market-proven, manageable components, The Successful Marketing Plan explains how to:

  • Find the data you need to develop your plan
  • Identify growth target markets
  • Set realistic sales objectives
  • Position your products through a strong branding program
  • Condense your plan into a workable calendar of activities
  • Arrive at a realistic budget and payback schedule
  • Evaluate and test the plan’s effectiveness

The authors of The Successful Marketing Plan have made extensive revisions to more than 50 percent of the book’s content—from a new planning model to a more user-friendly business review section to a complete revision of the strategy chapters including a new message strategy chapter. Plus, the book contains completely updated chapters on advertising, media content, and interactive communications, in addition to updates in information sources, planning charts, and the Idea Starters appendix, which has more than 1,000 tactical ideas tied to specific objectives.

Great marketing begins with a great marketing plan. Use The Successful Marketing Plan to build a focused “real-world” marketing plan that will enable your company to thrive and grow in today’s cost-conscious, winner-take-all competitive arena.

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Product Details

  • ISBN-13: 9780071748971
  • Publisher: McGraw-Hill Education
  • Publication date: 10/6/2011
  • Sold by: Barnes & Noble
  • Format: eBook
  • Edition number: 4
  • Pages: 704
  • Sales rank: 1,389,886
  • File size: 13 MB
  • Note: This product may take a few minutes to download.

Meet the Author

Roman G. Hiebing, Jr., is the retired president of The Hiebing Group, a full-service marketing and advertising agency serving clients such as McDonald’s, Coors Beer, Culligan Water Filtration, Diaper Genie, and Mercury Marine.
Scott W. Cooper is principal of the marketing strategy firm Marketing Engine Group (www.marketingenginegroup.com). He formerly served as president of The Hiebing Group, senior vice president of marketing for Famous Footwear, and senior vice president of corporate brand marketing for Brown Shoe.
Steven J. Wehrenberg is CEO of Campbell Mithun, a full-service advertising and marketing communications firm (www.campbell-mithun.com). He has served a range of clients, including Burger King, General Mills, H&R Block, and Verizon Wireless.

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Table of Contents

PART I BUSINESS REVIEW INSIGHTS
CHAPTER 1 What You’ll Need to Know, Part 1
CHAPTER 2 What You’ll Need to Know, Part 2
CHAPTER 3 Problems and Opportunities
PART II BRAND PLATFORM AND PLAN OBJECTIVES
CHAPTER 4 Scope
CHAPTER 5 Targets
CHAPTER 6 Positioning
CHAPTER 7 Sales Objectives
CHAPTER 8 Marketing Objectives
CHAPTER 9 Communication Objectives
CHAPTER 10 Message Strategy
CHAPTER 11 Umbrella Strategy
PART III TACTICAL PLANS
CHAPTER 12 Product, Naming, and Packaging
CHAPTER 13 Pricing
CHAPTER 14 Distribution
CHAPTER 15 Personal Selling
CHAPTER 16 Advertising Content
CHAPTER 17 Promotions
CHAPTER 18 Advertising Media
CHAPTER 19 Interactive Communications
CHAPTER 20 Merchandising
CHAPTER 21 Public Relations
PART IV EVALUATION
CHAPTER 22 Budget, Payback, and Calendar
CHAPTER 23 Execution
CHAPTER 24 Plan Evaluation
APPENDIX A Idea Starters by Marketing Situation
APPENDIX B Worksheets for the Business Review
APPENDIX C Worksheets and Formats for the Marketing Plan
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Sort by: Showing all of 4 Customer Reviews
  • Posted November 17, 2011

    Terrific revision

    I have been a fan of earlier versions of the Hiebing-Cooper book for quite some time and viewed it as the standard of marketing planning. This edition has taken a quantum leap forward in developing the framework for today's marketing planning. In particular, at a time when marketing is being made into a sales support function for creating and measuring demand generation, this book reminds us that there is a strategic side of marketing. More over, in the business review, problems and opportunities and scope sections, the authors give us tools for exploring strategic questions related to your business. And, as you'd expect, it's up to date on tactics, etc. in our multi-channel, on line world.

    While the book is comprehensive, don't be afraid of the size. Each chapter has an easy to follow methodology that links to the work preceding and that follows in an organized fashion. The book can be used in its entirety or to help solve a specific aspect of the marketing mix -- from strategy through individual tactics.

    Cooper has a long track record of break-through results for the companies he's worked for and with. It shows all over in this marvelous guide that belongs on any marketing practitioner or teacher's desk.

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  • Anonymous

    Posted November 1, 2011

    A must read for Marketers

    This book is filled with fabulous & valuable content that provides a deep dive into everything..marketing imaginable! Whether you are looking to gain market share, identify new markets or re-launch your brand, this book shows you step-by-step how-to's. This book is all about generating & measuring results. A must read for any marketer.

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  • Anonymous

    Posted November 8, 2011

    No text was provided for this review.

  • Anonymous

    Posted November 7, 2011

    No text was provided for this review.

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