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The Marketing Plan Handbook de Robert W. Bly

The Marketing Plan Handbook

Autor Robert W. Bly
en Limba Engleză Paperback – 24 noi 2015

Suntem de părere că marea eroare a antreprenorului modern este convingerea că un buget generos poate compensa absența unei strategii coerente. Observăm prea des afaceri care „ard” resurse în campanii digitale efemere, sperând la rezultate miraculoase, când, în realitate, succesul este rezultatul unei arhitecturi riguroase. În The Marketing Plan Handbook, Robert W. Bly demontează mitul conform căruia marketingul este doar intuiție și creativitate debordantă. Având o formare în inginerie chimică, Bly aduce o precizie matematică în acest domeniu, oferind un ghid care transformă proprietarul de afacere într-un competitor redutabil pe piață. Ne-a atras atenția modul în care autorul filtrează zgomotul de fundal al „trucurilor” la modă pentru a se concentra pe pașii critici ai execuției. Pe linia practică a volumului The 1-Page Marketing Plan, dar cu un focus specific pe rigoarea structurii și pe detaliul tehnic al implementării, această lucrare nu promite scurtături, ci un sistem robust. Dacă în The Content Marketing Handbook autorul explora valoarea educațională a conținutului, aici el extinde perspectiva către întreaga strategie multicanal, oferind instrumente pentru generarea de lead-uri și vânzări directe. Această a doua ediție a The Marketing Plan Handbook se poziționează ca o ancoră de pragmatism într-o mare de teorii abstracte. Față de abordările mai teoretice regăsite în The Marketing Blueprint, textul lui Bly este impregnat de experiența sa de zeci de ani ca freelancer și consultant. Stilul este direct, autoritar și lipsit de jargon inutil, reflectând etica de lucru a unui profesionist care înțelege că, în final, singura metrică relevantă este profitabilitatea.

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Specificații

ISBN-13: 9781599185590
ISBN-10: 1599185598
Pagini: 364
Dimensiuni: 151 x 225 x 20 mm
Greutate: 0.55 kg
Ediția:2nd edition
Editura: Entrepreneur Press

De ce să citești această carte

Recomandăm această carte antreprenorilor și directorilor de marketing care s-au săturat de strategii „după ureche”. Veți învăța cum să construiți un plan de marketing care funcționează ca un mecanism de precizie, economisind resurse prin evitarea greșelilor costisitoare. Este câștigul de claritate de care aveți nevoie pentru a trece de la supraviețuire la dominarea nișei dumneavoastră, folosind metode testate, nu tendințe trecătoare.

Despre autor

Robert W. Bly este un scriitor independent și expert în copywriting cu o carieră începută în 1982. Autor a peste 85 de volume, Bly are o pregătire academică neconvențională pentru lumea publicității, deținând o licență în inginerie chimică de la University of Rochester. Această viziune analitică se reflectă în toate lucrările sale, de la ghiduri de business precum 87 Secrets of Outrageous Business Success la lucrări de referință ca Roget's Thesaurus of Words for Writers. A publicat sute de articole în reviste de prestigiu, fiind recunoscut pentru capacitatea de a sintetiza informații complexe în pași acționabili.

Descriere scurtă

Deliver Big-Picture Marketing Plans for Pennies on the Dollar
Successful marketing expert and copywriter Robert W. Bly cuts through the clutter of short-lived marketing techniques and trendy gimmicks to reveal the critical steps you need to cross over from business owner to marketplace competitor.

Dishing bite-sized lessons, supported by in-chapter exercises and end-of-chapter actions, Bly coaches you in creating an effective marketing plan that produces the results of an expensive marketing consultant without the hefty cost.

Learn how to:
Develop a clear business vision
Position your business and services strategically
Research your market and target your ideal client
Integrate online and offline marketing
Put measurements in place to assess marketing tactics
Create an effective implementation schedule
Review and troubleshoot for future success and growth

Whether embarking on a new venture or reviving your current business plan, this practical handbook provides the next steps toward business success and survival.

Recenzii

If you wish to move to the top of your profession in terms of income, success, clientele, and prestige, Bob Bly brings decades of street honed experience to this game with the clarity and work ethic of a professional engineer. As you employ Bob’s method, you’ll realize you narrowly avoided diving into an empty swimming pool. I can’t count how many businesses will file Chapter 11 or go “404 - PAGE NOT FOUND” because they should have read this book. And I respect Bob all the more for advising you in this book to put measurements in place before you do anything else. Stephen Covey says “Begin with the end in mind,” but Bob Bly says, “Begin by deciding how you’re going to measure your happy ending.”
— Perry Marshall, Author of Ultimate Guide to Google AdWords, Ultimate Guide to Facebook Advertising and 80/20 Sales & Marketing

Bob Bly says his book is about marketing plans, but it's really about planning a business. With this step-by-step guide, small business owners can think through their products, their market opportunity and their potential profits, to choose the most productive actions for achieving their goals. Filled with practical, hands-on advice, The Marketing Plan Handbook is a one-stop source for business success.
— Ruth P. Stevens, Author of B2B Data-Driven Marketing: Sources, Uses, Results

If you're convinced that marketing your business is difficult or time-consuming, or you believe you don't have the 'right' knowledge, then you need Bob Bly's book. He gives you an easy-to-implement plan for growing your business consistently over time.
— Dianna Huff, Founder and President of Huff Industrial Marketing, Inc.

If you’ve been looking for a marketing book that “goes the extra mile” and over-delivers on its promises, then pay close attention to the book now resting in your hands. The Marketing Plan Handbook is the most comprehensive, concentrated and concise course I have even seen on the subject of building a business from the ground up. It covers every modern day nuance of entrepreneurship as well as the actions that cause your eventual success. Whether you’re interested in starting or growing a business, or becoming a top tier marketing consultant, Robert W. Bly lays gold before your eyes, giving you the keys to a kingdom he knows inside and out.
— Matt Furey, Author of Combat Conditioning
MattFurey.com

I'm a pretty good ad writer, but when it comes to planning marketing strategy and tactics, Bob Bly is at the top of my list—all his best secrets are revealed in this valuable book.
—Robert Ringer, New York Times #1 Bestselling Author

Marketing is becoming more complex, even for professional marketers. Bob's time-saving 12 steps make it easy for small business owners to market more effectively and prosper.
—Joan Damico, B2B Copywriter & Marcom Consultant, @copywriter4u

The very idea of crafting your marketing plan can be absolutely terrifying, if you’ve got no idea where to start... or incredibly liberating, once you realize what a huge edge it gives you, if you craft it well. Bob does an amazing job, in his new book, of showing us how to craft it well. Within the first 20 pages, he lays out a 12 step plan that takes all the mystery—and anxiety—out of trying to figure out exactly what a good marketing plan is and what’s next. Bob decodes all that stuff so many long-time marketers are afraid to admit they don’t know—from how to use Google Analytics to get better marketing feedback, to how to slog your way through every online marketing metric you need to know. All this is no longer optional. You can’t survive today without making a plan like this. The good news — great news, in fact — is that Bob just made it easy.
— John Forde, Editor and Founder of The Copywriter’s Roundtable

Notă biografică

Robert W. Bly is a professional writer, speaker, and marketing consultant with over three decades of experience in business-to-business, high-tech, and direct response marketing. He became a self-made multimillionaire while still in his 30s and is the author of The Copywriter’s Handbook and Secrets of a Freelance Writer. Bly writes a column for Target Marketing magazine and publishes his e-newsletter, The Direct Response Letter, for more than 60,000 subscribers.