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

organizations 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 authors 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 authors 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.