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, RaD, 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.... as you proceed to develop the plan, your session leader will capture the meeting notes on an easel pad and someone else will enter the notes as slides on a laptop as a first step to ... Thata#39;s what The Little Blue Book of Marketing is all about.
|Title||:||The Little Blue Book of Marketing|
|Author||:||Paul Kurnit, Steve Lance|
|Publisher||:||Penguin - 2009-12-31|