Developing a Winning Marketing Plan


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A nuts and bolts approach to developing an effective marketing plan. Written for both middle managers vying for monies within a corporation and entrepreneurs trying to raise venture capital. To help the reader "see" the concepts in the book, Cohen provides four complete marketing plans that cover: how to do a situational analysis, establish goals, develop marketing strategies, tactics and forecasts, and then present the marketing plan.

Developing a Winning Marketing Plan 1987, Wiley, New York, NY

ISBN-13: 9780471845294