The Little Blue Book of Marketing
Build A Killer Plan in Less Than A DayBook - 2010
A great marketing plan identifies where an organisation 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 only have a budget, a sales goal or an excuse. According to Kurnit and Lance, it's not about copying someone else's cookie-cutter plan or retreading one's 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. Filled with advice, this is a small but powerful tool.
Publisher: New York : Portfolio, , c2009.
Branch Call Number: 658.802 KURNIT
Characteristics: ix, 273 p. ; 19 cm.