The Marketing Plan Handbook ^{2nd Ed.}

The Marketing Plan Handbook presents a streamlined approach to writing succinct, logical, and actionable marketing plans. Building on the view of marketing as a value-management process, this concise book outlines the major tools involved in writing a marketing plan. It is designed for managers seeking to write meaningful, action-oriented marketing plans that produce results.

• Part One: The Big Picture
  • Introduction: Overview
  • Chapter 1: The Marketing Plan as a Business Document
  • Chapter 2: The Logic of the Marketing Plan
• Part Two: Writing a Marketing Plan
  • Introduction: Overview
  • Chapter 3: Executive Summary
  • Chapter 4: Situation Analysis
  • Chapter 5: Goal
  • Chapter 6: Strategy
  • Chapter 7: Tactics
  • Chapter 8: Implementation
  • Chapter 9: Control
  • Chapter 10: Exhibits
• Part Three: Sample Marketing Plans
  • Introduction: Overview
  • Chapter 11: Sample Marketing Plan for Launching a New Offering
  • Chapter 12: Sample Marketing Plan for Managing Existing Offering
• Part Three: Additional Materials
  • Introduction: Overview
  • Appendix A: Essential Marketing Concepts
  • Appendix B: Key Performance Metrics
  • Appendix C: Relevant Frameworks

A short but succint try to write an instruction on how to write a marketing plan. And it succeeds. It is not the best book on marketing plans around, but it is good enough, and more important, short and concentrated enough to be read, and still manage to cover the important stuff. Of course, sometimes, the author strays from pure marketing plans, but what do you expect from a professor of marketing?

A decent read, that wont disappoint you, if you understand what you're reading.