The Little Blue Book of Marketing

By Paul Kurnit and Steve Lance

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.

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

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Paul Kurnit and Steve Lance

Book Excerpts

Overview

"Our future marketing and advertising leaders are not just looking for a job, they are looking for a meaningful career that will make a positive impact on society."

— Gord McLean, President and CEO at ANA Educational Foundation