William A. Cohen The Marketing Plan

ISBN 13: 9780471230595

The Marketing Plan

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9780471230595: The Marketing Plan

Create winning marketing plans like the pros!
Whether you're starting a new business or launching a new product line within a company, you won't be able to succeed without a clear plan that defines your goals and how you will achieve them.
Now, best-selling author William Cohen equips you with the knowledge, tools, and techniques you'll need to develop marketing plans like the pros. The Marketing Plan, 4th Edition presents step-by-step procedures--from scanning your environment and establishing goals and objectives, to developing marketing strategies and tactics, to presenting and implementing your plan, and everything in between. Plus, a new appendix shows how to apply strategy in your marketing plan. When you complete the book, you will not only know what to do, but also how and why.
With this practical guide, you get:
* Step-by-step instructions: This easy-to-follow, logical approach keeps you clearly focused on what you need to do to develop a successful marketing plan.
* Time-saving forms: Throughout the book, you'll find forms for a variety of marketing planning tasks, such as defining the target market and making decisions about products using a portfolio approach.
* Actual marketing plans from readers who have used the book: This new Fourth Edition features three new sample marketing plans. These plans show how readers have adapted the basic ideas in this book and translated them into successful marketing plans for particular products or services.

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From the Publisher:

Easy-to-follow, step-by-step instructions will enable readers to develop a professional marketing plan. A wealth of convenient forms focus attention and, once completed, serve as the basis of the marketing plan. Includes numerous sample plans which motivate and reinforce comprehension.

About the Author:

Dr. William A. Cohen is professor of Business Administration, Touro University International, and president of The Institute of Leader Arts. He is past chairman of the Marketing Department and director of the Small Business Institute at California State University Los Angeles. He has taught at the University of Southern California and The Peter Drucker School of Management at Claremont Graduate University and was president of California American University.
Among his forty-nine books translated into sixteen languages are Winning on the Marketing Front, The Entrepreneur and Small Business Marketing Problem Solver, Building a Mail Order Business, The Art of The Strategist: 10 Essential Principles for Leading Your Company to Victory, How to Make It Big as a Consultant, and The New Art of the Leader. When in print, his marketing textbook, The Practice of Marketing Management was adopted by nearly 180 universities. His books have been recommended by Mary Kay Ash; Barry Goldwater; Peter F. Drucker; Secretary of State Alexander Haig; astronaut Frank Borman; General H. Norman Schwarzkopf; and Barry Gordan, longest serving president of the Screen Actors Guild; as well as by numerous CEOs of major corporations; and marketing professors all over the world.
Professor Cohen has been a consultant to the government and Fortune 500 companies, as well as to numerous small businesses. He was series editor for the John Wiley Series on Business Strategy and has served on numerous boards of directors, government commissions, and editorial advisory boards. He has also served as spokesperson for AT&T; given more than 100 TV, radio, and print interviews; and made hundred of speeches. He has been quoted or reviewed in Harvard Business Review, USA Today, Business Week, Fortune, Success, Changing Times, Venture, Chicago Tribune, Los Angeles Times, Encyclopedia Britanica, and many other publications.
Professor Cohen received the Outstanding Professor’s Award at California State University, Los Angeles and the Freedoms Foundation at Valley Forge Honor Medal for Excellence in Economic Education. In 1996, he was named CSULA Statewide Professor, the first business professor from his university to be given this award. In 1999, the Academy of Marketing Science named him one of four “Great Teachers in Marketing.” Professor Cohen has also received numerous awards for excellence in directing consulting activities from the U.S. Small Business Administration and has supervised the preparation of more than 1,000 student marketing plans, which have won major awards in student competitions and have been successfully implemented by their authors. In 2002, he received an Honorary Doctorate in Humane Letters from the International Academy for Integration of Science and Business in Moscow, Russia.
Professor Cohen has a B.S. from the U.S. Military Academy at West Point, an M.B.A. from the University of Chicago, and an M.A. and Ph.D. in management from Claremont Graduate University. He is also a distinguished graduate of the Industrial College of the Armed Forces, National Defense University, and a retired major general in the U.S. Air Force Reserve.

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Cohen, William A.
Published by Wiley (2004)
ISBN 10: 0471230596 ISBN 13: 9780471230595
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William A. Cohen
Published by Wiley (2004)
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