The how to prepare and implement it Luther, William M. creator text bibliography nyu New York AMACOM c2011 2011 4th ed. monographic eng

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xi, 292 p. : ill. ; 23 cm. 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 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 general William M. Luther Includes bibliographical references and index Marketing 9780814416938 0814416934 UMP 120604 20251117144533.0 vtls000060970