A great marketing plan identifies where an organization is, where it wants to be, and how it will get there. Most companies think they already have such a plan-but often they really have only a budget, a sales goal, or an excuse.

What's the solution? According to Paul Kurnit and Steve Lance, it's not about copying someone else's cookie-cutter plan, or retreading your own plan from years past. There's a far more effective option: harnessing the company's own internal brain trust to create something fresh and perfectly tailored.

The authors show how to maximize collaboration among all key players in marketing, R&D, research, sales, financial, legal, and senior management. When everyone combines their knowledge, the critical elements become clear, including brand positioning, target audience, and competitive strategy.

Filled with easy-to-follow advice for businesses large and small, The Little Blue Book of Marketing is a powerful tool in a small package.

About the Author
Paul Kurnit and Steve Lance are the founders of PS Insights, a consulting firm that helps businesses foster team building and dynamic growth. Kurnit has created marketing plans for a wide range of companies, including Hasbro, Proctor & Gamble, American Express, and Kraft. Lance, the coauthor of The Little Blue Book of Advertising, is a thirty-year veteran of advertising and marketing and an award-winning copywriter and creative director.