Powerhouse Marketing Plans - 14 Outstanding Real-Life Plans and What You Can Learn from Them to Supercharge Your Own Campaigns

Winslow ˜ ˜Bud Johnson

American Management Association

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Library of Congress Cataloging-in-Publication Data

Johnson, Winslow.

Powerhouse marketing plans : 14 outstanding real-life plans and what you can learn from them to supercharge your own campaigns / Winslow ˜ ˜Bud Johnson.
p. cm. Includes index. ISBN 0-8144-7219-2
1. Marketing ”Management. I. Title. HF5415.13.J5878 2004
658.8 101 ”dc22

2004006898

^TM 2004 Winslow ˜ ˜Bud Johnson. All rights reserved.

Printed in the United States of America.

This publication may not be reproduced, stored in a retrieval system, or transmitted in whole or in part, in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise , without the prior written permission of AMACOM, a division of American Management Association, 1601 Broadway, New York, NY 10019.

To my wife and best friend, Tiffany, with love

About the Author

Winslow ˜ ˜Bud Johnson is president of the Stamford Marketing Group, a consulting firm that specializes in research and development for winning marketing plans. He has been directly involved in the development of sixty marketing plans implemented by forty-two different clients. His clients include a wide variety of Fortune 500 companies, including such organizations as AT&T, Bank One, Dana, Gillette, H.J. Heinz, Kimberly-Clark, and Sara Lee. He has also assisted seven major global companies, such as Brother International Corporation, and a variety of smaller organizations, including three start-ups financed by venture capital.

Johnson started his career at the Market Research Corporation of America, where he managed the West Coast Division in Los Angeles. At MRCA he worked with clients in using qualitative and quantitative marketing research to determine whether new marketing concepts work and how to make them stronger. After MRCA, Johnson spent a number of years at Glendinning Associates as a marketing consultant specializing in the development of new products. He joined the Stamford Marketing Group in 1975.

A cum laude graduate of the University of Southern California with B.S. and M.B.A. degrees, Johnson moved to Connecticut in 1972, where he still resides. He has published numerous articles in professional publications on research and development for marketing plans. Johnson is a popular keynote speaker and workshop leader. He has been a frequent guest expert on many radio and television programs, including Good Morning America , and his work has been quoted in the New Yorker magazine and other publications nationwide . If you have questions or comments about anything in this book, the author can be reached by e-mail at [e-mail] or by phone at [phone].