The Marketing Plan Handbook

I'm sure I'm biased but I had Prof Chernev for Marketing at Kellogg and, unlike some of his peers, he was the opposite of arrogant and aloof - just a truly engaged instructor. I just bought this book when I found, to my surprise, that a lot of my marketing staff at work were well-meaning but deficient in actual development of and practice in marketing planning. You can use this book as an instruction tool but, even better, a quick reference guide for different steps in the product lifecycle. It's practical and to the point - I definitely recommend.

Academic book. Very good for understand the branding core concepts. The paper quality is very bad. Is the cheapest paper that I have ever seen!The content 5 Stars. The paper 1 Star!

Received my order long before its due date! Very pleased. Great book!

It should contain more examples on real company's marketing plans. Good for beginners.

Great book easy to follow. I purchased this book as a supplement to a marketing class I was taking. The course book was wack, but this is great.

Great book for the novice

I purchased it for work at the request of the company corporate.

Excellent book

これからマーケティングを始める方にお勧めです。英語ですが、英語の勉強にもなりました。