| Description |
ix, 273 pages : illustrations ; 19 cm |
| Summary |
The authors show how to maximize collaboration among all key players in marketing, R&D sales, financial, legal, and senior management. When everyone combines their knowledge, the critical elements become clear, including brand positioning, target audience, and competitive strategy.--[book jacket] |
| Contents |
pt. 1: How to organize and run a marketing plan in a day. 1. Countdown. Place and space ; Take me to your leader ; Every leader needs a partner ; The guest list is everything ; Tools of the trade -- 2. Keys to the kingdom. Meeting road map ; Thought starters ; Warm-ups and workouts ; Power words ; Your vote matters ; Put up a parking lot; In session ; Make 'em feel welcome -- pt. 2: Topics to cover for a successful marketing plan in a day. 3. Where are we now? Why are we here? ; The vision thing ; What's you mission? ; Positioning: Who are you? ; Who's the competition? ; What's my line? -- pt. 4: Where are we going? Houston, we have a problem ; Opportunity's knocking; I can see clearly now... ; You gotta know your limits -- 5. How will we get there? What's the big idea? ; Follow the yellow brick road ; Open your toolbox ; Dream team ; Who ya gonna call? ; The money thing ; What does victory look like? ; Where's the action? (Talk's cheap) -- 6. Congratulations! Pop the cork ; Wrap-up/ follow-up ; Road test! ; How did you do? -- 7. Highways and byways. Sample outlines ; Sample time lines ; Sample warm-ups and workouts. |
| Subject |
Marketing -- Handbooks, manuals, etc.
|
|
Leadership -- Handbooks, manuals, etc.
|
| Added Author |
Lance, Steve.
|
| ISBN |
9781591843054 hardcover |
|
1591843057 hardcover |
|
