The Marketing Plan Handbook
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- Gain a clear, step-by-step methodology for creating effective marketing plans that align with business goals.
- Learn how to manage customer, collaborator, and company value, enhancing your overall marketing strategy.
- Develop skills in conducting thorough market research and competitive analysis to identify opportunities and threats.
- Acquire practical tactics for launching new products and managing existing offerings, which can lead to improved business performance.
Alexander Chernev’s “The Marketing Plan Handbook” is an essential resource for anyone looking to create effective, results-driven marketing plans. This book offers a fresh perspective on marketing strategy, viewing it as a central business discipline that defines key aspects of a company’s business model.
Readers will gain knowledge on:
• Crafting comprehensive marketing plans that drive business success
• Integrating various business aspects into a cohesive marketing strategy
• Developing plans for both new product launches and existing portfolio management
• Adapting marketing strategies for different business scenarios and company sizes
“The Marketing Plan Handbook” stands out by offering an integrative approach that goes beyond traditional marketing concepts. It incorporates relevant technological, financial, organizational, and operational aspects of business, making it a valuable tool for the entire organization, not just the marketing department.
The book’s structured approach guides readers through the process of developing action plans that are not only strategically sound but also practically implementable. It helps translate marketing theory into actionable strategic documents that inform business decisions and help avoid costly missteps.
Whether you’re a startup seeking venture capital, a fast-growth company considering an IPO, or a multinational corporation, this book provides the framework to streamline your marketing planning process and gain a competitive edge in today’s dynamic business environment.
Year Published
Publisher
Pages
Weight
Language
ISBN 10
ISBN 13
The book: "The Marketing Plan Handbook" Is perfect for:
• Marketing managers and executives
• Entrepreneurs and small business owners
• Product managers in large corporations
• Business students and academics
• Consultants advising on marketing strategy
More books by Alexander Chernev
Meet the author
Alexander Chernev is a distinguished professor of marketing at Northwestern University’s Kellogg School of Management. He holds two Ph.D. degrees – one in psychology from Sofia University and another in business administration from Duke University. Dr. Chernev is an internationally recognized expert in marketing strategy, brand management, and consumer behavior. His research has been published in leading academic journals and has been frequently cited in major business publications such as The Wall Street Journal, Financial Times, and Harvard Business Review.
As a prolific author, Chernev has written numerous influential books, including “Strategic Marketing Management” and “The Marketing Plan Handbook.” His work on consumer decision-making and choice behavior has earned him several accolades, including the Early Career Contribution Award from the Society for Consumer Psychology. Chernev is also a sought-after consultant, advising companies worldwide on marketing strategy, brand management, and consumer behavior.
Beyond his academic pursuits, Chernev is known for his engaging teaching style, having received multiple teaching awards, including the Kellogg Faculty Impact Award. He resides in Evanston, Illinois, where he continues to inspire future marketing leaders and contribute to the field’s advancement.
