The Marketing Plan Handbook, 6th Edition

The Marketing Plan Handbook (6th Edition) offers readers a clear and systematic approach to developing effective marketing plans. Authored by Alexander Chernev and published by Cerebellum Press in 2020, this concise guide distills the essential steps needed to craft a strategic marketing plan that is both practical and actionable. Emphasizing the creation of value across customer, collaborator, and company domains, the book presents an integrated framework suitable for business-to-consumer as well as business-to-business settings. Its cross-functional approach interweaves technological, financial, organizational, and operational insights, ensuring that the plan resonates with the entire organization rather than just the marketing team. Ideal for startups launching new products or established companies refining their existing strategies, The Marketing Plan Handbook streamlines the planning process into a coherent strategy document. Its pragmatic structure helps prevent costly missteps by translating planning into decisions that drive success in today’s interconnected marketplace.