William M. Luther

The Marketing Plan

How to Prepare and Implement It

• Broschiertes Buch

Produktbeschreibung

Even if you've created marketing plans before it doesn't matter. The rules have changed. With the advent of Web 2.0 business strategies like Search Engine Opt imization, Social Networking, Pay-Per-Click, and dozens more, it may seem like you need to start from scratch. But with the brand new and completely updated fourth edition of Bill Luther's classic The Marketing Plan, you'll learn how to navigate this perilous new land scape while actually generating a working marketing plan for your business. By answering questions in each chapter, readers will identify their marketing objec tives and deploy specific strategies for every stage of the marketing cycle, from competitive and market analysis to planning, budgeting, brand development, and management. Featuring case studies and examples from major brand successes of the last ten years, the newest edition of The Marketing Plan is undoubtedly the most practical and the most up-to-the-minute-marketing strategy resource available. Complete with access to online software to aid in decision making, pricing, budget calculations, sales projections, and more, this one-of-a-kind guide provides everything you need to produce an impressive and professional marketing plan.

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The rules for creating a knock-out marketing plan have completely changed. With the advent of digital business strategies, it may seem like you need to start from scratch. In his trusted classic, now completely updated to reflect the latest changes in digital marketing, Bill Luther shows readers how to navigate this perilous landscape while staying true to your current marketing strategy and the tools that work best for your business. With answers to important marketing questions in each chapter, readers will identify their marketing objectives and deploy specific strategies for every stage of the marketing cycle--from competitive and market analysis to planning, budgeting, brand development, and management. The up-to-the-minute fourth edition of The Marketing Plan pairs case studies and examples from major brand successes of the last ten years with access to online software that aids in decision-making, pricing, budget calculations, and sales projections--providing everything you need to produce an impressive and professional marketing plan.

Produktdetails

• Verlag: AMACOM / McGraw-Hill Professional
• 4. Aufl.
• Seitenzahl: 338
• Erscheinungstermin: 9. März 2011
• Englisch
• Abmessung: 229mm x 152mm x 20mm
• Gewicht: 482g
• ISBN-13: 9780814416938
• ISBN-10: 0814416934
• Artikelnr.: 30362153

Autorenporträt

WILLIAM M. LUTHER is a well-known marketing consultant and prolific seminar leader. He is the author of the three previous editions of this book.

Inhaltsangabe

Contents

Acknowledgments
Introduction

Chapter 1: The Planning Process
Chapter 2: Marketing Management
Chapter 3: Market Analysis
Chapter 4: Customer Analysis
Chapter 5: Brand Development
Chapter 4: Customer Analysis
Chapter 5: Brand Development
Chapter 6: The Product/Service Plan
Chapter 7: Calculating Your Marketing Communications
Budget
Chapter 8: Competitive Analysis
Chapter 9: The Advertising Plan
Chapter 10: The Sales Promotion Plan
Chapter 11: The Public Relations Plan
Chapter 12: The Sales Plan: Pricing
Chapter 13: The Sales Plan: Future Sales
Chapter 14: The Customer Service Plan
Chapter 15: Maximizing High-Potential Accounts
Chapter 16: The Internet Plan
Chapter 17: The Research Plan
Chapter 18: Pulling the Plan Together

Appendix A: Marketing Plan Basics

Appendix B: Everything You Need to Know About Working
with an Advertising Agency

Marketing Plan "what if" software models
are available free of charge at:
www.amacombooks.org/go/MarketingPla4