The Little Blue Book of Marketing: Build a Killer Plan in Less Than a Day

The Little Blue Book of Marketing: Build a Killer Plan in Less Than a Day

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Overview

The Little Blue Book of Marketing: Build a Killer Plan in Less Than a Day by Paul Kurnit, Steve Lance

A step-by-step guide to creating an actionable marketing plan-fast

A great marketing plan identifies where an organization is, where it wants to be, and how it will get there. Most companies think they already have such a plan-but often they really have only a budget, a sales goal, or an excuse.

What's the solution? According to Paul Kurnit and Steve Lance, it's not about copying someone else's cookie-cutter plan, or retreading your own plan from years past. There's a far more effective option: harnessing the company's own internal brain trust to create something fresh and perfectly tailored.

The authors show how to maximize collaboration among all key players in marketing, R&D, research, sales, financial, legal, and senior management. When everyone combines their knowledge, the critical elements become clear, including brand positioning, target audience, and competitive strategy.

Filled with easy-to-follow advice for businesses large and small, The Little Blue Book of Marketing is a powerful tool in a small package.

Product Details

ISBN-13: 9781591843054
Publisher: Penguin Publishing Group
Publication date: 12/31/2009
Pages: 273
Product dimensions: 5.20(w) x 7.10(h) x 1.20(d)
Age Range: 18 Years

About the Author

Steve Lance and Jeff Woll are partners at Unconventional Wisdom, a creative resource group. Lance was formerly a creative director with Della Femina, Travisano & Partnersand creative director of NBC. Woll was a twenty-year veteran of OgilvyWorldwide, including stints as COO of their Montreal office and CEO of Ogilvy & Mather Partners in New York. Both authors have won numerous industry awards.

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The Little Blue Book of Marketing: Build a Killer Plan in Less Than a Day 5 out of 5 based on 0 ratings. 1 reviews.
RicosFox More than 1 year ago
Bought this yesterday at my local Barnes/Noble - why is it cheaper to buy online???? (Local/member cost $17.56, online cost $15.80.) Since I purchased numerous profesionally-oriented hardcovers yesterday, am out a few bucks per book.... Irritating!!!