The One-Day Marketing Plan is a concise guide that breaks down the complex marketing planning process into ten critical steps that enable readers to develop a disciplined, precise, and effective marketing plan for today's competitive business environment. The book shows readers how to gather the needed information to develop an effective marketing plan for any business - from determining the target market for a product or service to detailing the target market's needs and wants, from analyzing the competition to formulating ways to fulfill customers' needs better than the competitors. Based upon the detailed, vigorous methodology offered in the highly successful How to Write a Successful Marketing Plan and The Successful Marketing Plan, authors Hiebing and Cooper prescribe a step-by-step action process for creating a marketing plan that works. By following this streamlined 10-step process, readers learn how to define key issues, answer questions correctly and make decisions as they: Examine their company's marketing background, the information base from which the plan will develop; Write an actual marketing plan, the program for achieving marketing goals; Execute the planned marketing actions, their company's actual interaction with the target market; Evaluate results, the bottom line profits from the marketing efforts generated; Text includes ample helpful checklists, forms, and actual marketing plan templates. This revised Third Edition will follow the revision of the "master text," How to Write a Successful Marketing Plan and The Successful Marketing Plan. The text will be updated throughout. New information on Internet Media and Brand Positioning will be added. The inclusion of Internet media as a tactical marketing mix tool will permeate throughout the entire text. Case studies and examples will be updated, as well.

Author Biography

Roman G. Hiebing, Jr., is Chief Executive Officer of the Hiebing Group, an advertising, marketing, and public relations agency that has over the years provided full-service capability to a diverse clientele from small entrepreneurial firms to Fortune 500 companies. These have included Kimberly-Clark, McDonalds Corporation, and Mercury Marine. Mr. Hiebing teaches advertising and marketing in the School of Business at the University of Wisconsin. Scott W. Cooper is President of the Hiebing Group and has worked on accounts such as Coors, Famous Footwear, American Automobile Association (AAA), and Fort Howard Paper. Prior to his current position, Scott had experience in both the client and agency side of the business. He currently teaches marketing communications in the School of Business at the University of Wisconsin.