The marketing plan : how to prepare and implement it / William M. Luther
Material type:
TextPublication details: New York : AMACOM, c2011Edition: 4th edDescription: xi, 292 p. : ill. ; 23 cmISBN: - 9780814416938
- 0814416934
| Item type | Current library | Call number | Copy number | Status | Date due | Barcode | |
|---|---|---|---|---|---|---|---|
Open Shelf
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UMPLIB PEKAN | HF5415 .L88 2011 (Browse shelf(Opens below)) | 1 | Available | 0000066125 |
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