Book Description

This new edition of The Successful Marketing Plan details an easy-to-follow and completely updated methodology for creating a results-focused, customer-driven marketing plan. Internet marketing issues and challenges receive much greater attention, including an entirely new chapter as well as seamless integration throughout the text.

Book Info
Guide to creating a dynamic, results-focused marketing plan. Outlines methods for developing objectives, strategies, and tactics. Presents ten market-proven, manageable components, including finding the data you need, conducting a comprehensive situation analysis, and setting realistic sales objectives. Previous ed: c1997. Softcover.

From the Back Cover

Step-by-step, up-to-date, proven guidelines for creating a dynamic, results-focused marketing plan

Through thirteen years and two previous editions, The Successful Marketing Plan has shown more than 40,000 business owners and marketing pros how to write marketing plans that define and fulfill the needs of their target markets. Now, in this substantially revised and expanded third edition, Roman Hiebing Jr. and Scott Cooper outline methods for developing objectives, strategies, and tactics to create a marketing plan that delivers the bottom line.

Separating the plan into ten market-proven, manageable components, The Successful Marketing Plan explains how to Find the data you need to develop your plan Conduct a comprehensive situation analysis Set realistic sales objectives Position your products through a strong branding program Condense your plan into a workable calendar of activities Arrive at a realistic budget and payback schedule Evaluate and test the plan's effectiveness

Updated to reflect today's rapidly changing marketplace, it now includes completely new chapters on two of today's hot-button topics--Internet media and brand positioning. A unique "Idea Starters" grid with more than 1,000 idea combinations designed to meet any challenge is included, along with new information, statistics, worksheets, and action items for every chapter.

All great marketing begins with a great marketing plan. Let The Successful Marketing Plan guide you step-by-step through everything you need to know to create a comprehensive "real-world" marketing plan that will enable your company to thrive and grow in today's cost-conscious, winner-take-all competitive arena.

About the Author

Roman G. Hiebing Jr. is CEO of The Hiebing Group, a full-service advertising, marketing, and public relations agency whose clients include or have included Nestlé, Kimberly Clark, McDonald's, Orkin, Swiss Colony, and others. Hiebing also teaches advertising and marketing at the University of Wisconsin.

Scott W. Cooper is the senior vice president of marketing and branding for Brown Shoe Company, a $1.76 billion footwear company whose divisions include the 930-store Famous Footwear chain and other leading brands such as Naturalizer, Buster Brown, Life Stride, Dr. Scholl's, and many more. Cooper is the former president of The Hiebing Group.

FROM THE PUBLISHER

The Succesful Marketing Plan gives you a proven, easy-to-follow, step-by-step, interlocking process for developing your marketing plan. It details what information you need to prepare your plan and provides a 10 step method that lets you write a plan that quantitatively locks all elements of the plan deliver the sales objectives. It includes actual worksheets, flowcharts, outlines, and formats to help you gather and apply the information you need to make the right strategic decisions all along the way. When you finish this book, not only will your plan be ready but you'll be ready to implement your plan! The Successful Marketing Plan is the marketer's complete guide to finding the data you need to develop your plan; conducting an accurate situation analysis; formulating problems and opportunities; setting realistic sales objectives; defining target markets and quantifying marketing plan objectives in a manner that ties directly back to fulfilling the sales objectives; positioning your products; preparing your marketing strategies from 18 strategic alternatives; determining the awareness and attitude communication goals that will fulfill your marketing objectives and help guide your development of the tactical marketing mix tools; establishing specific objectives and strategies for tactical tool components: products, pricing, promotion, advertising, merchandising, publicity, and more; condensing your plan into a workable calendar of activities; arriving at a realistic budget and payback schedule; using the keys to successful execution of the plan; and evaluating and testing the plan's effectiveness.

SYNOPSIS

Step-by-step, up-to-date, proven guidelines for creating a dynamic, results-focused marketing plan

Through thirteen years and two previous editions, The Successful Marketing Plan has shown more than 40,000 business owners and marketing pros how to write marketing plans that define and fulfill the needs of their target markets. Now, in this substantially revised and expanded third edition, Roman Hiebing Jr. and Scott Cooper outline methods for developing objectives, strategies, and tactics to create a marketing plan that delivers the bottom line.

Separating the plan into ten market-proven, manageable components, The Successful Marketing Plan explains how to Find the data you need to develop your plan Conduct a comprehensive situation analysis Set realistic sales objectives Position your products through a strong branding program Condense your plan into a workable calendar of activities Arrive at a realistic budget and payback schedule Evaluate and test the plan's effectiveness

Updated to reflect today's rapidly changing marketplace, it now includes completely new chapters on two of today's hot-button topics—Internet media and brand positioning. A unique "Idea Starters" grid with more than 1,000 idea combinations designed to meet any challenge is included, along with new information, statistics, worksheets, and action items for every chapter.