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

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 the author WILLIAM A. COHEN is one of the country’s leading authorities on marketing and a nationally-known seminar leader. Dr. Cohen is Professor of Marketing and Chairman of the Marketing Department at California State University, Los Angeles, and is the author of Building a Mail Order Business, The Entrepreneur and Small Business Problem Solver, and Winning on the Marketing Front, which is also available on audiocassette. Mr. Cohen earned his BS at the United States Military Academy, his MBA from the University of Chicago, and his PhD from Claremont Graduate School.