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The Marketing Plan Handbook, 3rd Edition

by: Alexander Chernev

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On-line Price: $42.95 (includes GST)

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Retail Price: $49.95

Publisher: ,01.10.11

Category: MARKETING Level:

ISBN: 1936572028
ISBN13: 9781936572021

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'Alexander Chernev has written the clearest handbook that I have seen on how to write a marketing plan, cover all the bases, and yet keep it short.' --Philip Kotler, S.C. Johnson & Son Professor of International Marketing, Kellogg School of Management, Northwestern University

'Alexander Chernev's The Marketing Plan Handbook offers clear, concise insights and guidelines to design marketing plans that will truly work.' --Kevin Lane Keller, E. B. Osborn Professor of Marketing, Tuck School of Busines, Dartmouth College

'An excellent book offering a streamlined, no-nonsense roadmap to writing impactful marketing plans.' --Jean-Claude Larreche, Alfred H. Heineken Professor of Marketing, INSEAD

'If you are going to write a marketing plan, you need to start with Chernev's The Marketing Plan Handbook. And, of course, every business needs to have a marketing plan.' --David Reibstein, William Stewart Woodside Professor of Marketing, Wharton, University of Pennsylvania