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The Marketing Plan Handbook, 4th Edition, by Alexander Chernev
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The Marketing Plan Handbook can benefit managers in all types of organizations. For startups and companies considering bringing new products to the market, this book outlines a process for developing a marketing plan to launch a new offering. For established companies with existing portfolios of products, this book presents a structured approach to developing an action plan to manage their offerings and product lines. Whether you manage a small business seeking to formalize the plan-ning process, a startup seeking venture-capital financing, a fast-growth company considering an initial public offering, or a large multinational corporation, you can gain competitive advantage by translating the marketing planning process outlined in this book into a streamlined strategic document that informs your decisions and helps avoid costly missteps.
- Sales Rank: #68200 in Books
- Published on: 2014-11-01
- Original language: English
- Number of items: 1
- Dimensions: 9.25" h x .40" w x 7.52" l, .73 pounds
- Binding: Paperback
- 188 pages
Review
"Alexander Chernev has written the clearest handbook that I have seen on how to write a marketing plan, cover all the bases, and yet keep it short." --Philip Kotler, S.C. Johnson & Son Professor of International Marketing, Kellogg School of Management, Northwestern University
"Alexander Chernev's The Marketing Plan Handbook offers clear, concise insights and guidelines to design marketing plans that will truly work." --Kevin Lane Keller, E. B. Osborn Professor of Marketing, Tuck School of Busines, Dartmouth College
"An excellent book offering a streamlined, no-nonsense roadmap to writing impactful marketing plans." --Jean-Claude Larreche, Alfred H. Heineken Professor of Marketing, INSEAD
"If you are going to write a marketing plan, you need to start with Chernev's The Marketing Plan Handbook. And, of course, every business needs to have a marketing plan." --David Reibstein, William Stewart Woodside Professor of Marketing, Wharton, University of Pennsylvania
About the Author
Alexander Chernev is a professor of marketing at the Kellogg School of Management, Northwestern University. He is an area editor for the Journal of Marketing and serves on the editorial boards of the top research journals, including the Journal of Marketing Research, Journal of Consumer Research, Journal of Consumer Psychology, and Journal of the Academy of Marketing Science. Dr. Chernev's research has been published in the leading marketing journals and has been quoted in the business and popular press, including Scientific American, Business Week, Forbes, Newsweek, The Wall Street Journal, Financial Times, The New York Times, and The Washington Post. He has written numerous articles focused on corporate planning, marketing strategy, and brand and customer management.
Professor Chernev teaches marketing management, marketing strategy, brand management, and behavioral decision theory in MBA, PhD, and executive education programs. He has received numerous teaching awards, including the Chairs' Core Course Teaching Award, Kellogg Faculty Impact Award, and the Top Professor Award from the Kellogg Executive MBA Program. In addition to research and teaching, he is an Academic Trustee of the Marketing Science Institute and advises companies around the world on issues of strategic marketing planning and analysis, business innovation, brand management, pricing, and new product development.
Website: chernev.com/books
Most helpful customer reviews
2 of 2 people found the following review helpful.
An excellent marketing resource
By Jorgen Hesselberg
Alexander Chernev has done a masterful job of consolidating a comprehensive marketing resource into a very readable, succinct handbook. This should come as no surprise to those familiar with Dr. Chernev's work. Easily one of my favorite professors at Northwestern, Dr. Chernev has an uncanny ability to distill complex information into a few incisive sentences that crystallizes the essence of a concept. Complete with generous marketing plan samples and innovative frameworks, The Marketing Plan Handbook is a must-have for any serious business professional or MBA student.
2 of 2 people found the following review helpful.
Excellent book! I highly recommend it for anyone that ...
By Darwin J. Morales
Excellent book! I highly recommend it for anyone that is looking into creating a marketing plan. Straight and to the point.
1 of 2 people found the following review helpful.
Great book for entrepreneurs and marketing managers alike
By Michaela Draganska
This book is a short but detailed guide to writing compelling marketing plans. The frameworks offered are intuitive and practical. Highly recommended!
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