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Product Description
The Marketing Plan Handbook, 3rd Edition (9781936572021): Alexander Chernev: Books. 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 UniversityAlexander 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 CollegeAn excellent book offering a streamlined, no-nonsense roadmap to writing impactful marketing plans. --Jean-Claude Larreche, Alfred H. Heineken Professor of Marketing, INSEADIf 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
Shipping Weight: 2 pounds
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