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Marketing is today more a management style than a group of activities under a department head, and is absolutely central to the success of a company as a whole. This has informed the revisions to this fifth edition throughout. Most of the earlier content is retained in an updated form, but a new structure has been introduced and a section on implementation included for the first time. All aspects of the planning process are covered, from analysing market share and deciding marketing strategy, to specific elements of the marketing mix - campaign planning, media evaluation, sales promotion, publicity, packaging and PR. An especially valuable feature is the charts and forms, over 150 of them, which are used throughout to clearly illustrate the planning process.
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| $99.99 | Digital |
| WonderClub |
robert dodd
reviewed How to write a marketing plan on July 23, 2013
How to write a marketing plan
Not quite what I was expecting from the title, but still very good information
Not quite what I was expecting from the title, but still very good information. I'd been expecting more details on getting onto Television which really does make us "Almost Famous." There wasn't a lot of information on that particular area of self-promotion.
Steven Van Yoder delivers a terrific book on marketing yourself to be findable and already fairly well-known to your TIP Target Ideal Prospects. It's a great update on The Obvious Expert, just I found that book's layout easier and more readable.
Yes, there's not necessarily exactly a lot of new information here, but Van Yoder packages it differently in a way that helps. I am one where the plethora of case studies which he provides serve as catalysts for my creativity to apply the ideas then in my own work and life. I just did find that many of the examples weren't quite pertinent for me, for example major banks and big management consulting firms like Booz Allen Hamilton, but they may prove more so for you. He devotes quite a lot of space in the book to the cases studies. Unfortunately, with the layout and print quality he has access to, many of the photos don't come out well. Some do, and it's all fine. Just that is a distraction in the layout. His stories with Bob Bly and David Garfinkel, both of whom I've heard before, were terrific, and even with having heard them both before repeatedly, I gleaned something new from each. I benefit from the case studies examples and they are a significant part of the book, taking up page upon page, which I'm just highlighting for you to know in advance. If that is method which fuels your brain, you'll definitely find this book of value as well.
I purchased and read it in 2019 while it was written 14 years ago, so, yes, a number of the methods suggested are no longer available, but I'm someone who can extrapolate.
Any book which gives me a few rock solid ideas which helps me to make more money is always worth purchasing. Steven certainly delivered that for me.
Definitely recommend.
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