The Marketing Plan Handbook, 3rd Edition - Hardcover

Chernev, Alexander

Hardcover

ISBN 10: 1936572036 ISBN 13: 9781936572038

Publisher: Cerebellum Press, 2011

Synopsis

Written by a marketing professor from Northwestern University's acclaimed Kellogg School of Management, The Marketing Plan Handbook outlines a comprehensive, step-by-step approach to crafting succinct, logical, and effective marketing plans that produce results. This book can benefit managers in all types of companies. For startups and companies bringing new products to the market, it outlines a process for developing a winning marketing plan to launch a new offering. For established companies with existing product portfolios this book presents a structured approach for developing an action plan to manage offerings and product lines. Whether you manage a small business seeking to formalize the planning process, a startup seeking venture capital financing, a fast-growth company considering an IPO, or a large multinational corporation, you can gain competitive advantage by translating the marketing planning process outlined in this book into a streamlined strategic document that informs your decisions and helps avoid costly missteps.

About this edition

• Publisher: Cerebellum Press
• Publication date: 2011
• ISBN 10: 1936572036
• ISBN 13: 9781936572038
• Binding: Hardcover
• Edition number: 3
• Number of pages: 156