The Little Blue Book of Marketing

The Little Blue Book of Marketing

Build A Killer Plan in Less Than A Day

Book - 2010
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A step-by-step guide to creating an actionable marketing plan-fast

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.

Publisher: New York : Portfolio, [2010], c2009.
ISBN: 9781591843054
1591843057
Branch Call Number: 658.802 KURNIT
Characteristics: ix, 273 p. ; 19 cm.
Additional Contributors: Lance, Steve

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