MARKETING PLAN 4E(ISBN=9780814416938)

　　Even if you've created marketing plans before it doesn't matter. The rules have changed. With the advent of Web 2.0 business strategies like Search Engine Optimization, Social Networking, Pay-Per-Click, and dozens more, it may seem like you need to start from scratch. But with the brand new and completely updated fourth edition of Bill Luther's classic "The Marketing Plan", you'll learn how to navigate this perilous new landscape while actually generating a working marketing plan for your business. By answering questions in each chapter, readers will identify their marketing objectives and deploy specific strategies for every stage of the marketing cycle, from competitive and market analysis to planning, budgeting, brand development, and management. Featuring case studies and examples from major brand successes of the last ten years, the newest edition of "The Marketing Plan" is undoubtedly the most practical and the most up-to-the-minute - marketing strategy resource available. Complete with access to online software to aid in decision making, pricing, budget calculations, sales projections, and more, this one-of-a-kind guide provides everything you need to produce an impressive and professional marketing plan.

　　WILLIAM M. LUTHER is a well-known marketing consultant and prolific seminar leader. He is the author of the three previous editions of this book.

Acknowledgments
Introduction
Chapter 1: The Planning Process
Chapter 2:  Marketing Management
Chapter 3:  Market Analysis
Chapter 4: Customer Analysis
Chapter 5:  Brand Development
Chapter 6:  The Product/Service Plan
Chapter 7:  Calculating Your Marketing Communications Budget
Chapter 8: Competitive Analysis
Chapter 9:  The Advertising Plan
Chapter 10: The Sales Promotion Plan
Chapter 11: The Public Relations Plan
Chapter 12: The Sales Plan: Pricing
Chapter 13: The Sales Plan: Future Sales
Chapter 14: The Customer Service Plan
Chapter 15: Maximizing High-Potential Accounts
Chapter 16: The Internet Plan
Chapter 17: The Research Plan
Chapter 18: Pulling the Plan Together
Appendix A: Marketing Plan Basics
Appendix B: Everything You Need to Know About Working with an Advertising Agency
Index
Marketing Plan "what if" software models
are available free of charge at:
www.amacombooks.org/go/MarketingPlan4