Anatomy of a marketing plan

1. From Philip Kotler, Thomas Hayes, and Paul N. Bloom, Marketing Professional Services: Forward-Thinking Strategies for Boosting Your Business, Your Image, and Your Profits (Upper Saddle River, NJ: Prentice Hall, 2002), p. 6.

2. Advertising copy is from David Ogilvy, Ogilvy on Advertising (New York: Vintage, 19SS), p. 118.

3. From the book, Marketing Imagination: New, Expanded Edition (New York: Free Press, 1986), p. 72.

4. See note 1, p. 1SS for study on pricing strategies.

5. See note 1, p. 1SS for study on differentiation strategies.

6. Study on reducing client perception of risk is from Doug Hall, Meaningful Marketing (Cincinnati, OH: Brain Brew Books, 2003), p. 180.

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