<DIV><b> A step-by-step guide to creating an actionable marketing plan-fast </B><br><BR> A great marketing plan identifies where an organization is, where it wants to be, and how it will get there. Most companies think they already have such a plan-but often they really have only a budget, a sales goal, or an excuse.<br><BR> What's the solution? According to Paul Kurnit and Steve Lance, it's not about copying someone else's cookie-cutter plan, or retreading your own plan from years past. There's a far more effective option: harnessing the company's own internal brain trust to create something fresh and perfectly tailored.<br><BR> The authors show how to maximize collaboration among all key players in marketing, R&D, research, sales, financial, legal, and senior management. When everyone combines their knowledge, the critical elements become clear, including brand positioning, target audience, and competitive strategy.<br><BR> Filled with easy-to-follow advice for businesses large and small, <I>The Little Blue Book of Marketing</I> is a powerful tool in a small package.<BR><BR></DIV>