The Marketing Plan Handbook, 2nd Edition - Softcover

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 University

Alexander Chernev's The  Marketing Plan Handbook offers clear, concise insights and guidelines to design marketing plans that will truly work. --Kevin Lane Keller, Tuck School of Busines, Dartmouth College

An excellent book offering a streamlined, no-nonsense roadmap to writing impactful marketing plans. --Jean-Claude Larreche, INSEAD

If 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, Wharton, University of Pennsylvania