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The planning guide marketers have relied on for two decades―updated and expanded
For more than 20 years, The Successful Marketing Plan has been the marketing professionals’ go-to guide for creating plans that define and fulfill the needs of their target markets. In this substantially revised and expanded fourth edition, Roman Hiebing, Jr., Scott Cooper, and Steve Wehrenberg outline how to develop proven objectives, strategies, and tactics that deliver the bottom line.
Separating the plan into 10 market-proven, manageable components, The Successful Marketing Plan explains how to:
- Find the data you need to develop your plan
- Identify growth target markets
- 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
The authors of The Successful Marketing Plan have made extensive revisions to more than 50 percent of the book’s content―from a new planning model to a more user-friendly business review section to a complete revision of the strategy chapters including a new message strategy chapter. Plus, the book contains completely updated chapters on advertising, media content, and interactive communications, in addition to updates in information sources, planning charts, and the Idea Starters appendix, which has more than 1,000 tactical ideas tied to specific objectives.
Great marketing begins with a great marketing plan. Use The Successful Marketing Plan to build a focused “real-world” marketing plan that will enable your company to thrive and grow in today’s cost-conscious, winner-take-all competitive arena.
- Sales Rank: #647641 in Books
- Published on: 2011-10-06
- Released on: 2011-09-15
- Original language: English
- Number of items: 1
- Dimensions: 10.80" h x 1.10" w x 8.50" l, 3.06 pounds
- Binding: Paperback
- 608 pages
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 the retired president of The Hiebing Group, a full-service marketing and advertising agency serving clients such as McDonald’s, Coors Beer, Culligan Water Filtration, Diaper Genie, and Mercury Marine.
Scott W. Cooper is principal of the marketing strategy firm Marketing Engine Group (www.marketingenginegroup.com). He formerly served as president of The Hiebing Group, senior vice president of marketing for Famous Footwear, and senior vice president of corporate brand marketing for Brown Shoe.
Steven J. Wehrenberg is CEO of Campbell Mithun, a full-service advertising and marketing communications firm (www.campbell-mithun.com). He has served a range of clients, including Burger King, General Mills, H&R Block, and Verizon Wireless.
Most helpful customer reviews
24 of 28 people found the following review helpful.
Marketing for the Masochist
By Joshua Padnick
I guess I'm really going against the masses with my 2-star review of this book since the authors claim that it was so successful it warranted a third edition, but I was sorely disappointed with my purchase and plan on returning it. The book opens up with a thorough and dry introduction about why *disciplined* marketing planning is so important. I can't say I was really sold on their main argument--which was basically that marketing can only be done well when it's totally comprehensive and systematic. Those are definitely good traits to adopt in any undertaking, but I just feel that this book is overkill.
The book touts its main benefit as reducing the complexity of coming up with a marketing plan to "just" a 10-step process. It then takes two chapters and about 75 pages just to outline only the first step of this process, called the business review, and describes in painstaking detail everything that the marketer or marketing consultant should do in order to get as thorough an understanding of the business as possible.
Don't get me wrong, I'm all about doing my due diligence and developing a thorough understanding of the company I'm doing a marketing plan for, but creating a marketing plan in the manner that these authors describe would easily take over 300 hours of time.
What's more, I don't get the sense from this book that there is an overarching guiding theory into which all elements of the book can be placed in context. Rather, it seems the approach of the authors is to take every known idea from the canon of marketing and incorporate each idea into some step of the lengthy 10-step process.
In the end, I just feel like this book goes overboard with the requirements it demands of the "disciplined" and "comprehensive" marketer. I can see why they use the word disciplined to describe their approach since in my view it would be truly painful to endure it.
I was very interested to read the reviews of others on this book, and I was disappointed to find that I had the opportunity to be the first reviewer. I'll keep looking around for my dream "how to prepare a marketing plan" book, but in the meantime I've realized that the "disciplined and comprehensive approach" is not for me.
5 of 5 people found the following review helpful.
The best hands-on book available
By JSHAFT
I've been using this book since 1995. It's not the type of book you'd read cover to cover, but it's an invaluable planning resource for any marketing manager. The authors leave no stoned unturned. If you are writing a plan or launching a business, this is the best practical book out there. Other marketing books get bogged down in theoretical case studies that offer no hands-on tools. This book is a great tool.
4 of 4 people found the following review helpful.
The Goliath Of Marketing Books
By Bradley Bevers
If you are a mid-sized company, I can't imagine that there is a better book out there for you to plan your marketing by. This is a massive tome that covers all aspects of marketing, from building a brand to market position to advertising. Its a book that you probably won't read straight through, but that could be a valuable reference for your company.
As solid as the advice in this book is, it has one major drawback: its overwhelming size. This book would not be helpful for a smaller business where the marketing team is just one person. And it probably won't help huge companies with dedicated marketing arms. But, if you are looking for a plan to take your mid-sized company forward then this may be the perfect book.
Some of the things that I really like about this book include:
* Tons of visuals. Helps make the massive amount of material more digestible.
* Case studies. Proven companies tell their tales to support the marketing principles.
* Table of Contents, Index. Very well done contents and index make this a valuable reference source for your business library.
All in all, a very helpful marketing text. Recommended.
See all 20 customer reviews...
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