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Here is everything you need to know for a disciplined, comprehensive 'real world' marketing plan to help your company thrive and grow. New chapters on locking target market and marketing objectives to sales, setting communication goals, executing the plan, and market research and testing add even more valuable and detailed insight into the planning process.

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CHOICE Review

Hiebing and Cooper develop a specific planning process for marketing based on a functional organizational model that places marketing in a well-defined domain with its own specific tasks to perform; marketing is not integrated with other organizational resources. In this reviewer's view, the proposed planning model is incomplete because it lacks a develop or test component. This proposed model moves directly from the marketing plan to execution or implementation. Many mistakes can be corrected with a test component in the planning process. On the positive side, the book contains many good charts and exhibits that can be adapted for use in preparing marketing plans. The appendix also provides many useful worksheets and formats. No bibliography or references. For corporate and lower-level academic business collections with a practical orientation. -D. Morris, University of New Haven