Developing a Winning Marketing Plan (Wiley Series on Business Strategy) - Hardcover

Cohen, William A.

Hardcover

ISBN 10: 0471845299 ISBN 13: 9780471845294

Publisher: Wiley, 1987

Synopsis

Finally—a "nuts-and-bolts" approach to Developing a Winning Marketing Plan This practical, step-by-step guide offers all the procedures, forms, strategies, and techniques you need to know to launch a successful marketing plan. From initial development to the presentation and implementation of a plan, you’ll learn:

• How to establish goals
• How to do a situational analysis
• How to develop a marketing strategy
• How to develop marketing tactics
• How to raise money
• How to forecast

If there’s one book that will turn your next marketing plan into a winner, Developing a Winning Marketing Plan is it. What critics have to say about Bill Cohen’s bestseller on the mail-order business... Building a Mail Order Business: A Complete Manual for Success, 2nd Edition "Dr. Cohen’s book thoroughly explores the many facets, and pitfalls, facing the mail order entrepreneur." —Henry R. "Pete" Hoke, Publisher Direct Marketing "Fat as the Bible and very comprehensive." —Booklist "One of the best books I’ve ever read on the subject." —E. Joseph Cossman author of How I Made $1 Million in Mail Order

About this title

From the Publisher

A nuts and bolts approach to developing an effective marketing plan. Written for both middle managers vying for monies within a corporation and entrepreneurs trying to raise venture capital. To help the reader ``see'' the concepts in the book, Cohen provides four complete marketing plans that cover: how to do a situational analysis, establish goals, develop marketing strategies, tactics and forecasts, and then present the marketing plan.

From the Inside Flap

If you run a business, or manage one, developing marketing plans is a critical part of your job. Now, Bill Cohen, one of today’s top marketing experts, shows you how to develop effective marketing plans with this Step-by-step guide to procedures, forms, strategies, and techniques that tells you not only what to plan, but how and why. Based on successful marketing plans prepared under Cohen’s supervision, Developing A Winning Marketing Plan explains the "nuts-and-bolts" of developing effective marketing plans. From initial development to the actual presentation of a marketing plan, Cohen takes you through all the steps, including how to do a situational analysis, establish goals, develop a marketing strategy, develop marketing tactics, raise money, and forecast. You’ll also find four sample marketing plans to help you see marketing concepts and techniques in action. Developing a Winning Marketing Plan—for top managers, middle managers vying for monies within a corporation, entrepreneurs trying to raise venture capital, or anyone who needs help developing a marketing plan that works and wins.

Edition details

• Publisher: Wiley
• Publication date: 1987
• ISBN 10: 0471845299
• ISBN 13: 9780471845294
• Binding: Hardcover
• Language: English
• Number of pages: 336