The marketing plan : how to prepare and implement it /
Luther, William M.
The marketing plan : how to prepare and implement it / William M. Luther - 4th editions - New York : AMACOM, c2011 - xi, 292 pages : illustrations ; 23 cm.
Includes bibliographical references and index.
The planning process -- Marketing management -- Market analysis -- Customer analysis -- Brand development -- Product/service plan -- Calculating your marketing communications budget -- Competitive analysis -- The advertising plan -- The sales promotion plan -- The public relations plan -- Sales plan : pricing -- Sales plan : future sales -- Customer service plan -- Maximizing high-potential accounts -- Internet plan -- Research plan -- Pulling the plan together -- Appendix A: marketing plan format -- Appendix B: advertising agencies -- Appendix C: sample businesses plan.
Now fully updated, the Fourth Edition of Luther's classic text will help businesses navigate the perilous new landscape of Web 2.0 business strategies, and guide them to develop a working marketing plan.
9780814416938 0814416934 (pbk.)
2010039115
Marketing
HF5415 L973M 2011
The marketing plan : how to prepare and implement it / William M. Luther - 4th editions - New York : AMACOM, c2011 - xi, 292 pages : illustrations ; 23 cm.
Includes bibliographical references and index.
The planning process -- Marketing management -- Market analysis -- Customer analysis -- Brand development -- Product/service plan -- Calculating your marketing communications budget -- Competitive analysis -- The advertising plan -- The sales promotion plan -- The public relations plan -- Sales plan : pricing -- Sales plan : future sales -- Customer service plan -- Maximizing high-potential accounts -- Internet plan -- Research plan -- Pulling the plan together -- Appendix A: marketing plan format -- Appendix B: advertising agencies -- Appendix C: sample businesses plan.
Now fully updated, the Fourth Edition of Luther's classic text will help businesses navigate the perilous new landscape of Web 2.0 business strategies, and guide them to develop a working marketing plan.
9780814416938 0814416934 (pbk.)
2010039115
Marketing
HF5415 L973M 2011