Summary of The Ultimate Marketing Plan

Make Your Mark, Communicate Your Message, Find Your Hook

Adams Media,
First Edition: 1991 more...

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The Ultimate Marketing Plan book summary
The basics every marketer needs: how to craft the perfect message, find the best media vehicle and reach your target audience.

Rating

7 Overall

8 Applicability

4 Innovation

7 Style

Recommendation

Author and speaker Dan Kennedy has written a basic, solid manual for marketing practitioners. He covers all the familiar fundamentals from developing a unique selling proposition (USP), to practicing target marketing, to using testimonials and celebrity endorsements. His plan is well organized, carefully thought out and based on his own extensive experience in marketing and sales. Certainly Kennedy’s plan, which is made up mostly of tried-and-true marketing strategies, can help your business. However, seasoned marketing professionals looking for new tactics will require something more advanced. getAbstract suggests this book to marketers beginning their careers, small business owners conducting in-house marketing or people in other fields seeking an overview of marketing.

In this summary, you will learn

  • How to craft the right message for your product or service
  • How to find your unique selling proposition (USP)
  • How to target your message
  • How to generate publicity
  • How to take advantage of new technology to sell your product
 

Summary

Crafting Your Message
Start your marketing plan with the right message, one that is easy to promote and honestly represents your product, business or service. Craft your message by creating a "Unique Selling Proposition" (USP) that differentiates your product from the competition and ...
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About the Author

Dan S. Kennedy has written several books about sales and marketing. He is a frequent public speaker and produces television "infomercials" with celebrity spokespeople.


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