The Highly Effective Marketing Plan

A Highly Effective Marketing Plan (HEMP) is a process that will dramatically improve your chances of profitably selling more of your products and services. And HEMP will stop you wasting thousands, maybe millions of pounds, dollars, euros or yen on marketing initiatives that should never see the light of day. HEMP is a straightforward, simple, 17 step plan which you can use to address your problems and opportunities whatever their size, whatever your business, whatever sector you operate in. And it's tried, tested and proven. Each step is detailed within the book with explanations as to why each step is necessary. Also, the benefits of completing the process sequentially are highlighted. This is the book that will help you to: * create a highly effective marketing plan that works -- in just one hour!* learn from the relevant case studies and examples and apply these to your business* really understand your business and what it is that makes people buy from you* identify the real obstacles to your plan -- and how to overcome them* gain tips for how to make sure your plan is successfully implemented

ISBN 0273687867   Pages 176 ISBN13 9780273687863 (What's this?)   Volumes 001 Publisher Pearson Education Limited   Weight (grammes) 354 Imprint Prentice-Hall   Published in Harlow Format Paperback   Height (mm) 234 Publication date 28 Apr 2004   Width (mm) 156 Library of Congress HF5415.13.   Spine width (mm) 12 DEWEY 658.802   Academic level General DEWEY edition DC22

		Dedication
		Acknowledgments
		About this book - how to get what you want from it		1
		What is HEMP?		2
		Setting the scene - why do you need a HEMP?		6
		The chapters in brief		12
HEMP Step 1		A desired result		21
HEMP Step 2		What's it worth?		29
HEMP Step 3		What are the consequences?		37
HEMP Step 4		Targets		45
HEMP Step 5		What do they currently think and do?		53
HEMP Step 6		What do you want them to think and do?		61
HEMP Step 7		What's the story?		69
HEMP Step 8		Your one big thing (AKA the ten-second sell)		77
HEMP Step 9		What's the benefit of that?		83
HEMP Step 10		Know yourself		91
HEMP Step 11		How will you talk to your targets?		101
HEMP Step 12		How much?		127
HEMP Step 13		Other resources		135
HEMP Step 14		Measure it		141
HEMP Step 15		What next?		149
		Making your HEMP come alive		154
		HEMP lessons		158
		HEMP final thoughts		167
		Redcup - how are they doing?		168

"Startling both in its simplicity and effectiveness, I hugely recommend HEMP as essential reading for anyone involved in or interested by marketing." Chris Hughes, Chairman, TEC International " HEMP helps you achieve in a few hours a plan which would normally take weeks" Ann Fendi, Sales and Marketing Director, Sunley plc HEMP will stimulate you to look at marketing challenges with enhanced clarity and significantly increase your chances of delivering demonstratable value. Plus, it's a really entertaining read!" Andy Hurst, Sales and Marketing Director, Taylor Woodrow "Clear, concise and informative - focused on the key issues, avoiding all the jargon!" Patrick Stirland, MD, The Mitie Group "a compact, hard working guide to a marketing system that should, ir followed from beginning to end, improve your business' chance of profitability... Knights writing is so motivational that it could give you the biggest high you'll get all year" - Internet Works

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