The Successful Marketing Plan ─ How to Create Dynamic, Results-Oriented Marketing

The planning guide marketers have relied on for two decades—updated and expanded

For more than 20 years, The Successful Marketing Plan has been the marketing professionals’ go-to guide for creating plans that define and fulfill the needs of their target markets. In this substantially revised and expanded fourth edition, Roman Hiebing, Jr., Scott Cooper, and Steve Wehrenberg outline how to develop proven objectives, strategies, and tactics that deliver the bottom line.

Separating the plan into 10 market-proven, manageable components, The Successful Marketing Plan explains how to:

• Find the data you need to develop your plan
• Identify growth target markets
• Set realistic sales objectives
• Position your products through a strong branding program
• Condense your plan into a workable calendar of activities
• Arrive at a realistic budget and payback schedule
• Evaluate and test the plan’s effectiveness

The authors of The Successful Marketing Plan have made extensive revisions to more than 50 percent of the book’s content—from a new planning model to a more user-friendly business review section to a complete revision of the strategy chapters including a new message strategy chapter. Plus, the book contains completely updated chapters on advertising, media content, and interactive communications, in addition to updates in information sources, planning charts, and the Idea Starters appendix, which has more than 1,000 tactical ideas tied to specific objectives.

Great marketing begins with a great marketing plan. Use The Successful Marketing Plan to build a focused “real-world” marketing plan that will enable your company to thrive and grow in today’s cost-conscious, winner-take-all competitive arena.

Roman G. Hiebing, Jr., is the retired president of The Hiebing Group, a full-service marketing and advertising agency serving clients such as McDonald’s, Coors Beer, Culligan Water Filtration, Diaper Genie, and Mercury Marine.Scott W. Cooper is principal of the marketing strategy firm Marketing Engine Group (www.marketingenginegroup.com). He formerly served as president of The Hiebing Group, senior vice president of marketing for Famous Footwear, and senior vice president of corporate brand marketing for Brown Shoe.Steven J. Wehrenberg is CEO of Campbell Mithun, a full-service advertising and marketing communications firm (www.campbell-mithun.com). He has served a range of clients, including Burger King, General Mills, H&R Block, and Verizon Wireless.