Paul Kurnit, Co-Author “The Little Blue Book of Marketing: Build a Killer Plan in Less Than a Day”

A marketing plan is the roadmap that identifies where an organization is now, where it wants to be, and how it will get there. Many businesses think they have such a plan. But what they really have is a budget, a sales goal … or an excuse.
That’s according to Paul Kurnit and Steve Lance, co-authors of the just-published The Little Blue Book of Marketing: Build a Killer Plan in Less Than a Day (Penguin/Portfolio). Kurnit is an advertising executive and professor of marketing and advertising at Pace University who has been facilitating “Marketing Plans in a Day” for over ten years. Lance is a former creative director at NBC with 30 years’ experience in major advertising agencies who regularly guest lectures at advertising clubs, clients and universities.

Media Contact: Samuella Becker, Pace University, 212-346-1637, cell 917-734-5172, sbecker2@pace.edu

FOR IMMEDIATE RELEASE

An easy and elegant method to create smart, collaborative marketing plans fast!

“THE LITTLE BLUE BOOK OF MARKETING: BUILD A KILLER PLAN IN LESS THAN A DAY” (Penguin/Portfolio), CO-AUTHORED BY PACE UNIVERSITY PROFFESSOR PAUL KURNIT, OFFERS A WAY TO BUILD POWERFUL PLANS THAT CAN BE PUT INTO IMMEDIATE ACTION

NEW YORK, NY, February 12, 2010 – A marketing plan is the roadmap that identifies where an organization is now, where it wants to be, and how it will get there. Many businesses think they have such a plan. But what they really have is a budget, a sales goal … or an excuse.

That’s according to Paul Kurnit and Steve Lance, co-authors of the just-published The Little Blue Book of Marketing: Build a Killer Plan in Less Than a Day (Penguin/Portfolio). Kurnit is an advertising executive and professor of marketing and advertising at Pace University who has been facilitating “Marketing Plans in a Day” for over ten years. Lance is a former creative director at NBC with 30 years’ experience in major advertising agencies who regularly guest lectures at advertising clubs, clients and universities.

What if companies could create powerful, collaborative marketing plans in less than a day?

“The Little Blue Book of Marketing shows businesses how to do just that. It is “filled with tools and tips, along with the means and methods to get a firm’s marketing on track,” says Kurnit. “It’s a practical, nuts-and-bolts guide to developing an action plan for anyone and everyone who wants to focus smart, positive action that will drive optimal business results.”

A killer marketing plan is not created by the marketing department alone, the authors say. The Little Blue Book of Marketing advocates “togetherness” — interaction across departments including finance, legal, sales, research & development, human resources, manufacturing and marketing. The book argues that harnessing the company’s own internal brain trust is crucial to bringing a marketing vision to life.

“This must-have manual offers something for everyone, whether you are launching a new brand or freshening up an existing one,” according to Donny Deutsch, the chairman of the Deutsch Inc. agency, and host of CNBC-TV’s “The Entrepreneurs.”

FOR NONPROFITS AND “MOM AND POPS,” TOO

Kurnit and Lance think those who will benefit from their “Marketing Plan in a Day” advice include:

• Entrepreneurs and small business owners who need to figure out how to market their product or services

• CMOs who are assessing the role of marketing in their organization

• Brand managers and marketing managers who need to get their team on the same page with similar objectives

• Pro bono, pro social and cause-related marketers • Promotion and PR managers

• New-media managers, social networkers and web designers

• “Mom and Pop” and home-based businesses.

ABOUT PAUL KURNIT

Kurnit is clinical professor of marketing at Pace University’s Lubin School of Business, teaching courses in Advertising, Creative, Marketing, International, Media and Trend Tracking. He also is the university advisor for the student competition run by the American Advertising Federation. He and Lance are co-founders of PS Insights, a consulting firm, and he is founder and president of Kurnit Communications and KidShop. Formerly, as President of Griffin Bacal, a DDB agency, Kurnit played a key role in Hasbro’s growth into a leading international toy and entertainment company. His other advertising and market credits include helping create hundreds of syndicated, network and international TV programs including Transformers, GI Joe, My Little Pony, The Tick for Fox and The Mask for CBS.

Leave a Reply

Your email address will not be published. Required fields are marked *