The Successful Marketing Plan: How to Create Dynamic, Results Oriented Marketing, 4th Edition Contributor(s): Hiebing, Roman G. (Author), Cooper, Scott W. (Author), Wehrenberg, Steve (Author) |
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ISBN: 0071745572 ISBN-13: 9780071745574 Publisher: McGraw-Hill Companies OUR PRICE: $55.10 Product Type: Paperback - Other Formats Published: October 2011 |
Additional Information |
BISAC Categories: - Business & Economics | Marketing - Multilevel - Business & Economics | Development - Business Development - Business & Economics | Small Business - General |
Dewey: 658.802 |
LCCN: 2011008996 |
Physical Information: 1.4" H x 8.5" W x 10.7" (3.15 lbs) 608 pages |
Descriptions, Reviews, Etc. |
Publisher Description: 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:
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. |
Contributor Bio(s): Hiebing, Roman: - 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 President of the Hiebing Group and has worked on accounts such as Coors, Famous Footwear, American Automobile Association (AAA), and Fort Howard Paper. Prior to his current position, Scott had experience in both the client and agency side of the business. He currently teaches marketing communications in the School of Business at the University of Wisconsin. Hiebing, Roman G.: -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 President of the Hiebing Group and has worked on accounts such as Coors, Famous Footwear, American Automobile Association (AAA), and Fort Howard Paper. Prior to his current position, Scott had experience in both the client and agency side of the business. He currently teaches marketing communications in the School of Business at the University of Wisconsin. |