Every great product idea needs a plan, a guideline, and a strategy that takes an innovative idea from conception to production.

Mastering the Art: An Entrepreneurial Guide to a Profit-Driven Marketing Plan helps individuals with a viable idea of a marketable item create a comprehensive marketing plan that is profit-driven and implementable in today's marketplace. The publication examines the marketing plan as an extension of the business plan - taking a singular approach to specifying the strategies and tactics that will get the focal product or service to the marketplace.

Dr. Merlyn Griffiths and Dr. Channelle James' Mastering the Art: An Entrepreneurial Guide to a Profit-Driven Marketing Plan:


Is Comprehensive! The authors take the reader on a step-by-step journey in the creation of their own plan - allowing the reader to ""learn, think and do"" progressively through the chapters, culminating in a comprehensive marketing plan of their own.
Is Practical! The title is perfect for students in a marketing or entrepreneurship class; entrepreneurs with a product, service, or app who want to get into the marketplace; or established business owners who need to rejuvenate consumer interest in your product to increase profitability.
Helps apply learning! Integrated within each chapter, are The Story of Lulu vignettes - an entrepreneurial character that demonstrates the ease to which an entrepreneur can create a marketing plan. The examples provide a fun, easy and innovative approach in addressing each section of the marketing plan.
Is student friendly! Includes Case in Point features that provide the reader with real-life examples of the application or principles discussed in the chapter. In addition, Learn, Think, Do sections are designed so readers can work cooperatively with others to optimize the quality of their marketing plan.