| I knew Roman and Scott had a winner with their first text published in 1990, but they have exceeded that successful text with this new edition. This new edition includes not only updated, real business experiences that relate to rapidly changing market environments, but an easier-to-use and expanded marketing background section. Further, the authors' disciplined marketing planning approach includes a new and proven method for quantitatively locking projected sales to target market behavior and to communication throughout the entire plan. This provides focus on what needs to be accomplished, and helps insure that the marketing plan you developed actually fulfills the sales objectives. |
| For those of you who have not been exposed to Roman and Scott's work before, I want to say I know the authors well. They've worked on projects for my brands, and I've guest lectured for their business classes at the University of Wisconsin. So I speak from firsthand experience when I say readers of this book will get the real thing: straight from the shoulder, straight from real business life, this is how you do it! What Scott and Roman show you how to do in this book is exactly what they do for their own clients every day. And it works. This book gives you the information base, the insights, and the methodology to write a solid marketing plan that, properly executed, will get results. |
| I've been exposed to many marketing plans, not only at Kimberly-Clark, but previously in running my own small business, managing multimillion dollar Procter & Gamble brands, and a stint managing retail, package goods, and franchise accounts for one of the country's largest advertising agencies. This edition is the best all-around marketing planning tool I've seen, because it speaks to the needs of both the entrepreneur and the director of a traditional, structured marketing department. |
| But the best part of this book is its practical yet comprehensive approach. It doesn't just talk about what your marketing plan should include, it literally takes you by the hand and walks you through it, step by step. It takes what can seem an overwhelmingly complex process and breaks the task into manageable parts, providing an easy-to-follow path to completion of your successful marketing plan. |
| I believe that with this book as a guide, any intelligent, persevering personregardless of experience levelcan write an effective marketing plan. Even with my 25 years of marketing planning experience behind me, this book gives me |
|
