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

Cohen PhD, William A.

Hardcover

ISBN 10: 0471845299 ISBN 13: 9780471845294

Publisher: John Wiley & Sons, 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

About the Author

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.

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