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.