Comprehensive guide that drags the dawdlers out of bed, grabs them by the hand, and walks them step-by-step through the entire marketing process If you're a business owner, this wake up call emphasizes the absolutely crucial necessity of developing and implementing a marketing plan. You will be completely convinced that a well-thought-out and written, strategic and tactical marketing plan is your business' best friend--a vital tool that will make a substantial difference in your ability to grow and maintain a profitable business.You'll learn what information is important and how and where to obtain it. Confusing jargon and complex concepts are demystified as the authors take you by the hand and guide you through a simple "paint by numbers" process for completing a practical yet comprehensive road map for your business. By following the easy steps in the book, you'll walk away with a real, live, actionable plan.

Mary Eule Scarborough and David A. Scarboroughare president and CEO of Strategic MarketingAdvisors, LLC.They each have MBAs in marketing, foundingexperience at two small businesses and more than 25 yearsof marketing and management experience.