Marketing Planning: A Step-By-Step Guide

by James W. Taylor

This hands-on guide provides a complete step-by-step blueprint for creating and implementing successful marketing plans in any business. It covers every stage of the process from the fundamentals of... This description may be from another edition of this product.

• Format: Paperback
• Language: English
• ISBN: 0132420414
• ISBN13: 9780132420419
• Release Date: October 1996
• Publisher: Prentice Hall Press
• Length: 364 Pages
• Weight: 1.57 lbs.
• Dimensions: 1.1" x 7.0" x 9.3"

Customer Reviews

WOW! When you've finished reading, you've finished the plan!

After trudging through book after book only to find unhelpful fluff I stumbled across this one. Thank you Mr. Taylor. I found this writing easy to read, easy to follow, easy to understand, and it actually provided me with the tools required to develop a useful marketing plan, both for public consumption and internal improvements!The worksheets were to the point and quite eye opening as well. My only recommendation (for us illiterates) would be to offer one of each of the worksheets filled out, to be used as examples, possibly like an answer key in the back of the book.For those writing their first marketing plan, this is the book you're searching for.

A superb and sage book for the Marketing Executive

Dr. Taylor's book was a breath of fresh air in the market of quick success marketing development and management books. One of the most admirable aspects of the book is the `worksheets'. These worksheets are introduced chapter by chapter leading up to the development of a comprehensive strategic marketing plan. The worksheets compel an executive, with laser-clarity, to know their business, market, and industry. A great effort and result by Dr. Taylor.

Exactly what it purports to be.

This is really information you can use. The author provides forms to fill out at each step of the process and points you to helpful information resources along the way. It is not about revolutionary new strategies or marketing fads. It is about thinking through your marketing planning in a way that will yield insights and help with decision making. As far as I can tell every company does marketing planning differently and this book has something to offer for most all of them.