The Marketing Plan Handbook, 2nd Edition
Alexander Chernev has written the clearest handbook that I have seen on how to write a marketing plan, cover all the bases, and yet keep it short.--Philip Kotler, S.C. Johnson & Son Professor of International Marketing, Kellogg School of Management, Northwestern UniversityAlexander Chernev's The  Marketing Plan Handbook offers clear, concise insights and guidelines to design marketing plans that will truly work.--Kevin Lane Keller, Tuck School of Busines, Dartmouth CollegeAn excellent book offering a streamlined, no-nonsense roadmap to writing impactful marketing plans.--Jean-Claude Larreche, INSEADIf you are going to write a marketing plan, you need to start with Chernev's The Marketing Plan Handbook. And, of course, every business needs to have a marketing plan.--David Reibstein, Wharton, University of Pennsylvania