Powerhouse Marketing Plans

Product Description

The best products in the world will fail if they don't have a good marketing plan to spell out exactly how their creators will generate new and continuing sales. Powerhouse Marketing Plans reveals, for the first time, the marketing plans that drive sales for some very well-known products. The book identifies the traits common to these and all other successful plans, and the author provides insightful analysis and a practical framework for applying them to any product in any market.

Powerhouse Marketing Plans lets readers hone in on what has worked (and not worked) at leading companies such as Energizer, L'eggs, Philips, Gel Tech (Zicam(r)), and others. The examples illuminate great strategies in action, and show how to maximize market research initiatives such as phone surveys, ethnographic studies, focus groups, online surveys, trade research, and more.

Whether introducing a new product or creating awareness of a brand extension, marketing and business professionals in all industries will find this a thorough, unique, and indispensable resource.
Product Details

* Amazon Sales Rank: #86360 in Books
* Published on: 2004-06
* Original language: English
* Number of items: 1
* Binding: Paperback
* 384 pages

Editorial Reviews

Review
"...this book is an insightful resource for professionals in all industries." -- Customer Relationship Management

"A quality book that will benefit MBA students and executives alike." -- Library Journal

Review

Customer Relationship Management: "this book is an insightful resource for professionals in all industries."

Review

"""It’s a rare treat to read real-life stories, yet find useful and practical marketing planning outlines that can be copied and applied in a flash... getting you immediate action and making your marketing plans all that much better."" -- James (Jim) T. Gonedes, VP Skin Care Marketing & Global Equity Leadership, Alberto Culver Company

""The stories behind the marketing plans are fun to read while adding to your general business knowledge and education. They’re like a kind of Indiana Jones adventure for the marketing mind. As in any new marketing venture, you really have no idea what’s going to happen. All you know for sure is that you’re in for one hell of a ride."" -- Bryan W. Mattimore, Author, 99% Inspiration: Tips, Tales and Techniques for Liberating Your Business Creativity

""Creating customer communities is what marketing is about -- a simple idea, but not easy to implement. Until Bud Johnson’s book, our content gap was not having actual marketing plans to learn from. Here we have it all -- evealing case studies, insightful commentary, take-away principles and outcomes. This will be a required text in my MBA courses."" -- Karen Maru, Ph.D., Associate Professor of Marketing, University of Connecticut

Library Journal: ""A quality book that will benefit MBA students and executives alike."""

Customer Reviews

Strategies and Tactics to Create or Increase Demand5
I really like Johnson's approach. Unlike so many other authors of books on marketing, he devotes less time to principles (albeit sound ones) and more time to explain how and why effective application of those principles can help any organization (regardless of its size or nature) to create or increase demand for whatever it sells. I am among those who believe that literally everyone involved in a given enterprise should be actively involved in marketing. That is, take advantage of appropriate opportunities to help promote their company among family members, neighbors, friends, casual acquaintances, and even people whom they meet by chance. True, not all of those thus encountered are prospective buyers but most (if not all) of them know others who are. As Emanuel Rosen has explained so brilliantly in Anatomy of Buzz, a company's employees comprise its single most important (and least expensive) resource for word-of-mouth marketing (i.e. BUZZ). They can and should be actively involved in a "campaign" under inspiring leadership, once having been properly prepared.

All of the 14 "real-life" marketing plans which Johnson presents illustrate how to organize, launch, and then expedite an effective marketing campaign. For those who already have extensive experience in marketing, much of the material provided will no doubt be familiar. However, who knows? There may be some helpful reminders as well as an occasional insight or two of direct relevance. For others, Johnson provides a step-by-step analysis of twelve different plans which offer a range and depth of strategies and tactics to consider.

One caveat: Valuable as books such as these can be, it would be a serious mistake to depend almost entirely on it or any other single source of information and counsel. Whatever and wherever it may be, a given competitive marketplace is necessarily messy and often volatile. Change is the only constant. Therefore, I strongly recommend that a variety of sources be consulted.

I also presume to suggest that, more often than not, the most valuable source consists of those with whom you now do business. What do they most appreciate about what you offer? What do they consider most valuable in their relationship with you? What are their own needs (especially unmet needs), interests, fears, concerns, and (yes) "dreams"? What more can you do? What can you do better? Obtain answers to questions such as these and you will already be well along toward knowing how to "supercharge" your marketing initiatives.

This book solved my problem5
This is a great book and is just what I wanted after searching for a real practical and useful marketing book for a long time. When I tried to start an exquisite Chinese arts business more than a year ago, I thought I would be able to do it in a nice way because I took some marketing classes during my MBA program. I took out my marketing text books for guidance, however, found them very little help. I found the books covered many theories but few practical details.

Finally, I found this book. It is the only book with real complete market plans that I have seen so far. I was excited when I read through the sample marketing plans in the book and found many of my previous questions answered. Thanks to this information I decided to re-start my art business using this book as a practical guide. I strongly recommend the book to anybody who really needs real practical and useful guidance in marketing planning.