The Marketing Plan: How to Prepare and Implement It

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ISBN: 9780814416938 | 0814416934
Cover: Paperback
Copyright: 3/9/2011

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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.

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Acknowledgments	p. xi
Introduction	p. 1
The Planning Process	p. 9
Marketing Management	p. 21
Market Analysis	p. 27
Customer Analysis	p. 55
Brand Development	p. 67
The Product/Service Plan	p. 73
Calculating Your Marketing Communications Budget	p. 101
Competitive Analysis	p. 109
The Advertising Plan	p. 117
The Sales Promotion Plan	p. 139
The Public Relations Plan	p. 153
The Sales Plan: Pricing	p. 163
The Sales Plan: Future Sales	p. 175
The Customer Service Plan	p. 197
Maximizing High-Potential Accounts	p. 203
The Internet Plan	p. 237
The Research Plan	p. 249
Pulling the Plan Together	p. 257
Marketing Plan Basics	p. 263
Everything You Need to Know About Working with an Advertising Agency	p. 275
Index	p. 285
Table of Contents provided by Ingram. All Rights Reserved.

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The Marketing Plan: How to Prepare and Implement It

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FREE SHIPPING

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The Marketing Plan: How to Prepare and Implement It

Summary

Author Biography

Table of Contents

Supplemental Materials

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