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The Successful Marketing Plan: How to Create Dynamic, Results Oriented Marketing, 4th Edition By Roman Hiebing, Scott Cooper, Steve Wehre
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- Sales Rank: #647641 in Books
- Published on: 2011-10-06
- Released on: 2011-09-15
- Original language: English
- Number of items: 1
- Dimensions: 10.80" h x 1.10" w x 8.50" l, 3.06 pounds
- Binding: Paperback
- 608 pages
From the Back Cover
Step-by-step, up-to-date, proven guidelines for creating a dynamic, results-focused marketing plan
Through thirteen years and two previous editions, The Successful Marketing Plan has shown more than 40,000 business owners and marketing pros how to write marketing plans that define and fulfill the needs of their target markets. Now, in this substantially revised and expanded third edition, Roman Hiebing Jr. and Scott Cooper outline methods for developing objectives, strategies, and tactics to create a marketing plan that delivers the bottom line.
Separating the plan into ten market-proven, manageable components, The Successful Marketing Plan explains how to
- Find the data you need to develop your plan
- Conduct a comprehensive situation analysis
- 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
Updated to reflect today's rapidly changing marketplace, it now includes completely new chapters on two of today's hot-button topics--Internet media and brand positioning. A unique "Idea Starters" grid with more than 1,000 idea combinations designed to meet any challenge is included, along with new information, statistics, worksheets, and action items for every chapter.
All great marketing begins with a great marketing plan. Let The Successful Marketing Plan guide you step-by-step through everything you need to know to create a comprehensive "real-world" marketing plan that will enable your company to thrive and grow in today's cost-conscious, winner-take-all competitive arena.
About 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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