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The Successful Marketing Plan: How to Create Dynamic, Results-Oriented Marketing

3.86  ·  Rating Details ·  7 Ratings  ·  1 Review
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
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Paperback, 566 pages
Published October 6th 2011 by McGraw-Hill (first published September 13th 2011)
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Esther Brumme
Apr 18, 2015 Esther Brumme rated it really liked it
One of the more thorough (door stopper!) guides to marketing planning as taken from the perspective of the whole business picture. It isn't going to be your ultra creative or leading edge marketing book, rather a practical book without too much jargon that anyone from the organization could reasonably read and run with to improve brand promise and messaging and even roll out a decent marketing plan.
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