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The Successful Marketing Plan: How to Create Dynamic, Results Oriented Marketing, 4th Edition

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3 Responses so far.

  1. Joshua Padnick says:
    23 of 27 people found the following review helpful
    2.0 out of 5 stars
    Marketing for the Masochist, July 31, 2003
    By 
    Joshua Padnick (Scottsdale, AZ) –
    (REAL NAME)
      

    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.

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  2. JSHAFT "JSHAFT" says:
    4 of 4 people found the following review helpful
    4.0 out of 5 stars
    The best hands-on book available, October 12, 2005
    By 
    JSHAFT “JSHAFT” (Evanston, IL) –

    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.

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  3. Bradley Bevers "Author of Texas Farm & Ranch ... says:
    2 of 2 people found the following review helpful
    4.0 out of 5 stars
    The Goliath Of Marketing Books, November 8, 2011
    By 

    This review is from: The Successful Marketing Plan: How to Create Dynamic, Results Oriented Marketing, 4th Edition (Paperback)
    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.

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