Part I: Marketing Plan Success Stories

In This Part:

Chapter 1: Successful Marketing Plans Eliminate the Negatives

Chapter 2: Successful Marketing Plans Often Solve Consumer Problems

Chapter 3: Benefits Must Be Perceived by Customers

Chapter 4: Consumer and Retailer Convenience Is Critical

Chapter 5: Effectiveness Leads to Repeat Purchases

Chapter 6: Preemptive Ventures Are Often Winners

The marketing plans discussed in Part 1 are real marketing plans from actual companies. Each chapter begins with a narrative that describes the story behind the marketing plan. The purpose of this background is to show you why these marketing plans were conceived, and how the strategies were developed. These stories take you behind the scenes to help you in your own strategic thinking. Each narrative is then followed by a summary of the actual marketing plan. The information in these Part 1 chapters is included with permission from the respective companies.