A short but succint try to write an instruction on how to write a marketing plan. And it succeeds. It is not the best book on marketing plans around, but it is good enough, and more important, short and concentrated enough to be read, and still manage to cover the important stuff. Of course, sometimes, the author strays from pure marketing plans, but what do you expect from a professor of marketing?

A decent read, that wont disappoint you, if you understand what you're reading.