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Title: The One-Day Marketing Plan by Roman G., Jr Hiebing, Scott W. Cooper ISBN: 0-8442-1283-0 Publisher: McGraw-Hill Trade Pub. Date: 01 December, 1998 Format: Paperback Volumes: 1 List Price(USD): $24.95 |
Average Customer Rating: 2 (1 review)
Rating: 2
Summary: Not an interesting take on marketing
Comment: This book lives up to neither its "one-day" promise nor its claim to help you organize and complete a plan that works.
The problem? Lack of examples. The worksheets are utterly blank, and the text speaks in vague, hand-waving generalities. Because of this substance gap, the book is hard to use to the point of being completely unhelpful.
The obvious audience for this book is people who are new to marketing, and certainly people who are new to writing marketing plans. And if those people are purchasing a book to help them step-by-step, it is generally because they don't have access to an existing marketing plan that they can work from and modify. Those people won't be helped by this book; they won't have any way to figure out what they should fill in in the very blank worksheets.
That said, I can think of a circumstance for which this book might be genuinely helpful: if you have an existing marketing plan, and you're trying to figure out if there are things that you've missed, the lists of questions that different sections of your plan should answer would be a good way to test completeness.
But overall, I found the book extremely disappointing.
Far better guides to marketing can be had in books like "Crossing the Chasm" (which provides a great conceptual basis from which to start).
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Title: The Successful Marketing Plan : A Disciplined and Comprehensive Approach by Scott W. Cooper, Roman G. Hiebing, Paul Geisler ISBN: 0071395210 Publisher: McGraw-Hill Trade Pub. Date: 23 May, 2003 List Price(USD): $39.95 |
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Title: Entrepreneurial Marketing: Real Stories and Survival Strategies by Bruce Buskirk, Molly Lavik ISBN: 0324158637 Publisher: South-Western College Pub Pub. Date: April, 2003 List Price(USD): $62.95 |
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Title: Entrepreneurial Marketing: Lessons from Wharton's Pioneering MBA Course by Leonard M. Lodish, Howard Morgan, Amy Kallianpur ISBN: 0471382442 Publisher: John Wiley & Sons Pub. Date: 15 February, 2001 List Price(USD): $29.95 |
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Title: Kellogg on Integrated Marketing by Dawn Iacobucci, Bobby Calder, Bobby J. Calder ISBN: 0471204765 Publisher: John Wiley & Sons Pub. Date: 15 August, 2002 List Price(USD): $29.95 |
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Title: The Successful Marketing Plan: A Disciplined and Comprehensive Approach by Roman G. Hiebing, Scott W. Cooper ISBN: 0844232033 Publisher: McGraw-Hill Trade Pub. Date: 11 January, 1997 List Price(USD): $36.95 |
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