{"product_id":"9781101159729","title":"The Little Blue Book of Marketing: Build a Killer Plan in Less Than a Day","description":"\u003cb\u003e A step-by-step guide to creating an actionable marketing plan-fast \u003c\/b\u003e \u003cbr\u003e\u003cbr\u003e 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. \u003cbr\u003e\u003cbr\u003e 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. \u003cbr\u003e\u003cbr\u003e The authors show how to maximize collaboration among all key players in marketing, R\u0026amp;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. \u003cbr\u003e\u003cbr\u003e Filled with easy-to-follow advice for businesses large and small, \u003ci\u003eThe Little Blue Book of Marketing\u003c\/i\u003e is a powerful tool in a small package.","brand":"Penguin Publishing Group","offers":[{"title":"Default Title","offer_id":47119268282608,"sku":"9781101159729","price":5.99,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0737\/7593\/9824\/files\/9781101159729_p0.jpg?v=1763685424","url":"https:\/\/shop-qa.barnesandnoble.com\/products\/9781101159729","provider":"Barnes \u0026 Noble (DEV)","version":"1.0","type":"link"}