Kurnit P., Lance S. The Little Blue Book of Marketing: Build a Killer Plan in Less Than a Day

Portfolio Hardcover, 2009. – 288 p. – ISBN: 1591843057, 9781591843054A great marketing plan identifies where an organization is, where it wants to be, and how it will get there. Most companies think they already have such a plan-but often they really have only a budget, a sales goal, or an excuse.
What's the solution? According to Paul Kurnit and Steve Lance, it's not about copying someone else's cookie-cutter plan, or retreading your own plan from years past. There's a far more effective option: harnessing the company's own internal brain trust to create something fresh and perfectly tailored.
The authors show how to maximize collaboration among all key players in marketing, R&D, research, sales, financial, legal, and senior management. When everyone combines their knowledge, the critical elements become clear, including brand positioning, target audience, and competitive strategy.
Filled with easy-to-follow advice for businesses large and small, The Little Blue Book of Marketing is a powerful tool in a small package.How to Use This BookPart One. How to Organize and Run a Marketing Plan in a Day
Section One: Countdown
Place and Space
Take Me to Your Leader
Every Leader Needs a Partner
The Guest List Is Everything
Tools of the Trade
Section Two: Keys to the KIngdoM
Meeting Road Map
Thought Starters
Warm-ups and Workouts
Power Words
Your Vote Matters
Put Up a Parking Lot
In Session
Make ’Em Feel Welcome
Part Two. Topics to Cover for a Successful Marketing Plan in a Day
Section Three: Where Are We Now?
Why Are We Here?
The Vision Thing What’s Your Mission? Positioning: Who Are You? Who’s the Competition? What’s My Line?
Section Four: Where are We Going?
Houston, We Have a Problem
Opportunity’s Knocking
I Can See Clearly Now...
You Gotta Know Your Limits
Section Five: How Will We Get There?
What’s the Big Idea?
Follow the Yellow Brick Road
Open Your Toolbox
Dream Team
Who Ya Gonna Call?
The Money Thing
What Does Victory Look Like?
Where’s the Action? (Talk’s Cheap)
Section Six: Congratulations!
Pop the Cork
Wrap-up/Follow-up
Road Test!
How Did You Do?
Section Seven: HighwayS And Byways
Sample Outlines
Sample Time Lines
Sample Warm-ups and Workouts