The Little Blue Book of Marketing

Build a Killer Plan in Less Than a Day

Business & Finance, Career Planning & Job Hunting, Entrepreneurship, Entrepreneurship & Small Business, Marketing & Sales
Cover of the book The Little Blue Book of Marketing by Paul Kurnit, Steve Lance, Penguin Publishing Group
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Author: Paul Kurnit, Steve Lance ISBN: 9781101159729
Publisher: Penguin Publishing Group Publication: December 31, 2009
Imprint: Portfolio Language: English
Author: Paul Kurnit, Steve Lance
ISBN: 9781101159729
Publisher: Penguin Publishing Group
Publication: December 31, 2009
Imprint: Portfolio
Language: English

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, R&D, 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.

View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart

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, R&D, 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.

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