How to Really Create
a Successful Marketing Plan
By David E. Gumpert
Inc. Magazine, $19.95
ISBN 1880394251
Review by Michael Pellecchia
What's the relationship between a business plan and a marketing plan? Perhaps the business plan is more of an external document and the marketing plan is more an internal operating document. Perhaps the marketing plan is part of the business plan. One thing is for sure: strategizing, organizing, and implementing a marketing plan is among the most important functions of a business. It is not "extra." And once the plan is in place, constant communicating with your customers is a must. To illustrate these ideas, David E. Gumpert provides a variety of real-life case histories, tips, and exercises in How to Really Create a Successful Marketing Plan, revised and expanded 3rd edition. This is a hands-on book with an intelligent approach, published by an outfit well known for its marketing expertise.
Michael Pellecchia writes about business and finance books for this publication. He can be reached at michael_pellecchia@bookpage.com.
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