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The marketing plan : how to prepare and implement it / William M. Luther.
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Catalogue Record 1043080
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Catalogue Record 1043080
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Catalogue Information
Catalogue Record 1043080
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Item Information
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658.8 LUTH
Adult Non Fiction
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Catalogue Record 1043080
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Catalogue Record 1043080 ItemInfo
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Catalogue Record 1043080 ItemInfo
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Details
ISBN
9780814416938 (pbk.)
0814416934
Name
Luther, William M.
Title
The marketing plan : how to prepare and implement it / William M. Luther.
Edition
4th ed.
Published
New York : AMACOM, c2011.
Description
xi, 292 p. : ill. ; 23 cm.
Notes
Includes bibliographical references and index.
Contents
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.
Summary
Teaches readers how to navigate the perilous new landscape while actually generating a working marketing plan for your business. Featuring case studies and examples from major brand successes, this book aids in decision making, pricing, budget calculations, and sales projections.
Subjects
Marketing
Links to Related Works
Subject References:
Marketing
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See Also:
Commodity exchanges
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Communication in marketing
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Direct marketing
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Export marketing
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Industrial management
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Market segmentation
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New products
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Retail trade
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Sales management
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Sales promotion
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Selling
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Narrower Subject References:
Green marketing.
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Internet marketing
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Target marketing.
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Authors:
Luther, William M.
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