Binding: Paperback Dewey Decimal Number: 658.802 EAN: 9780793159710 ISBN: 0793159717 Label: Kaplan Business Manufacturer: Kaplan Business Number Of Items: 1 Number Of Pages: 256 Publication Date: September 13, 2002 Publisher: Kaplan Business Release Date: September 13, 2002 Sales Rank: 295942 Studio: Kaplan Business
Product DescriptionGet Hands-On, Proven Marketing Basics with This “Bible” of Business Marketing
Marketing is the lifeblood for succeeding in business. What venture can survive without customers? Every business, whether large or small, has to understand who its customers are and how to sell to those customers cost-effectively, be it products or services.
This all-new sixth edition of the marketing classic, The Market Planning Guide, contains everything needed to develop comprehensive, customized marketing plans and effective and focused marketing strategies for every size business—from sole proprietors to Fortune 500 companies. Readers will learn the questions to ask in order to create their own outline for a comprehensive marketing plan, including targeting the most profitable customers, standing out from the competition, pricing to maximize profits, and selling that yields results.
From mastering the basics to applying marketing principles to the actual marketing plans of two different companies, this user-friendly workbook gets readers up-to-speed fast, and:
• Generates solutions to customer-retention issues using Web tools.
• Delivers a simple process for creating and supporting sales forecasts.
• Identifies differences in marketing for smaller ventures versus larger companies.
• Enhances growth opportunities using the Internet for information sharing and troubleshooting.
The Market Planning Guide is the most comprehensive, yet easy-to-use marketing planning tool available. Author David H. “Andy” Bangs outlines what’s at the heart of marketing an enterprise: the thrill of making a business grow, serving more customers, trying new ways to deliver value to customers, and watching employees grow and develop.
What Others Say
Market plan creation
The book is a good model for creating market plans. More examples of plans would add more value to the book. Overall, the book is a good tool to use in unveiling a new product or service into the market.
Workbook style marketing planning guide. Excellent.
This is a large cover book (8.5 by 11) of 240 pages filled with exercises in workbook style. Having purchased several really good marketing books, I had learned the theory and practice but in coming up with my own marketing plan I lacked a workbook. Market Planning Guide filled the void.
The book has 12 chapters and four sections in the Appendix. The best part about the book is that in each chapter, the authors clearly explain the high-level theory and provide the exercises to help you come up with the answers right for your situation. These exercise take the form of sections in each chapter headed by a question. Overall, there are 30 sections (or questions) in the book. This is a good approach as any workbook needs questions to stimulate your ... Read More
Publicize, and market any business, product, or service
Now in its sixth edition, The Market Planning Guide by entrepreneur David H. Bangs, Jr. (founder of the Upstart Publishing Company) is a straightforward, "user friendly", and highly recommended guide to creating a plan to promote, publicize, and market any business, product, or service. From price setting guidelines, to analyzing the competition, to responding quickly to inevitable market changes, The Market Planning Guide is an excellent basic "how to" resource, filled from cover to cover with a wealth of recommendations, charts, tips, tricks, techniques and much more.
