Marketing Plan - Softcover

Luther, W.M.

Softcover

ISBN 10: 0814478050 ISBN 13: 9780814478059

Publisher: Amacom, 1992

Synopsis

This guide shows how to prepare and develop a practical marketing plan that covers five critical areas; the product/service plan, marketing communications, research, customer service and sales management.

About this title

From the Back Cover

The rules for creating marketing plans have changed…and if you’re not up to speed with developments like search engine optimization (SEO), social networking sites, pay-per-click, and other Web 2.0–based methods, you and your company are going to be left behind.

In this brand new edition of Bill Luther’s classic resource The Marketing Plan, you’ll learn everything you need to create your own marketing plan, using the latest strategies at your disposal. From competitive and market analysis to planning, budgeting, brand development, and management—featuring case studies and examples from major brand successes of recent years—the book shows you how to identify your marketing objectives and deploy specific strategies for every stage of the marketing cycle. You’ll learn how to:

• Analyze your company’s market, competition, business, and customers.

• Select profitable markets.

• Isolate critical business strengths.

• Develop a brand personality.

• Act on strategies.

• Gather feedback using measurable objectives and market research.

Whether you’re a marketing plan veteran or have never created a marketing plan before, this book will help you navigate the perilous new marketing landscape. It’s filled with helpful interactive question-and-answer sections, and new material on taking advantage of sales promotions; how public relations can affect your bottom line; managing your entire marketing plan; and much more.

Best yet, this new edition gives you complete access to online software that will assist you in decision making, pricing, budget calculations, sales projections, and more! You’ll find the Fourth Edition of this long-trusted guide indispensable…and the only thing you’ll need to quickly and easily design a complete marketing plan of your own.

William M. Luther, former vice president of Grey Advertising, is a well-known management and marketing consultant and a prolific seminar leader. His specialties include strategic planning, sales management, new product development, advertising, and sales promotion. He is the author of two books on business planning and the three previous editions of this book.

About the Author

Luther is a well-known marketing consultant and prolific seminar leader.

About this edition

• Publisher: Amacom
• Publication date: 1992
• ISBN 10: 0814478050
• ISBN 13: 9780814478059
• Binding: Paperback
• Edition number: 2
• Number of pages: 224