Madeline Underwood

MBA 5220

2/19/2015

Module Two Assignment: Critique

The Marketing Plan Handbook is a thorough approach giving insight to the world of marketing

through the viewpoint of author Alexander Chernev. His book consists of 14 chapters and

appendices A-C. His background in teaching marketing management, strategic marketing,

marketing research, and behavioral decision theory allows him to easily put such a challenging

topic into proper perspective. He correctly executes the concept of marketing, which is to

satisfy customers in order to retain a profit.

The Marketing Plan Handbook prepares the regular person who is interested in venturing out to

open their own business operation and the corporate business owner who desires to

understand the marketing approach better. The main topic that resonates with me is that the

action plan being the core of the marketing plan. It outlines the highlights of the goals, strategy,

tactics, implementation, and control aspects of the plan. He explains that there are two primary

divisions of products: consumer products and business products. Both are vital to sustainability

and marketing is the key factor in maintaining the value of the products. Ultimately the goal of

marketing is to guide the organization’s actions. Therefore, the action plan is the focal

component of the marketing plan that ultimately determines its viability.

I personally lack an opinion about the book. In the long run I may need this sort of information

to better my understanding of the marketing aspect of business. As for now, I read it because I

am obligated to do so. I appreciate the motivational quotes at the beginning of each chapter. I

can implement these sentences into my life better than what is within the chapter itself. I

appreciate the thoroughness of communicating the concepts and the emphasis of what it takes

to be successful through marketing. I do not believe the author’s logic is full-proof, however, it

can definitely serve as a foundation or template of what you can do to be successful and what

costly traps can be avoided by following the author’s advice.

I was reading a sample marketing plan and knew what was correct versus incorrect, thanks to

the information I gathered out of the book. Nonetheless, this book is not interesting enough for

me read outside of my mandated obligation. I hope to learn more that I can incorporate into

my managerial foundation. In fact, I will not be sending this book back to Indiana Tech. I will

utilize it as a reference source if I ever need it. It does not feel vital to me and the work I

perform currently however; I do feel it will give me a greater impact in a managerial setting if I

choose to venture into business where marketing is required or expected.