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

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

Format:  Hardcover,

273 pages

Publisher: Penguin Group USA

Publish Date: Dec 2009

ISBN-13: 9781591843054

ISBN-10: 1591843057

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The following content was provided by the publisher.
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.

Specifications

Publisher: Penguin Group USA
Publish Date: Dec 2009
ISBN-13: 9781591843054
ISBN-10: 1591843057
Format: Hardcover
Number of Pages: 273
Shipping Weight (in pounds): 0.7
Product in Inches (L x W x H): 5.5 x 7.25 x 1.25

Book description

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.

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