Lee Yan Fong Library

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Luther, William M.

The marketing plan : how to prepare and implement it / William M. Luther. - 4th ed. - New York : AMACOM, c2011. - xi, 292 p. : ill. ; 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.

ISBN: 9780814416938 0814416934

LCCN: 2010039115

Subjects--Topical Terms:
Marketing.

LC Class. No.: HF5415 / L83 2011

Dewey Class. No.: 658.8/02