The Little Blue Book of Marketing: Build a Killer Plan in Less Than a Day

The Little Blue Book of Marketing: Build a Killer Plan in Less Than a Day
Portfolio Hardcover | 2009-12-31 | ISBN: 1591843057 | 288 pages | PDF | 12 MB

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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