The Marketing Plan How to Prepare and Implement It 4th Edition by William Luther ISBN 0814416942 9780814416945

The Marketing Plan: How to Prepare and Implement It 4th Edition by William M. Luther – Ebook PDF Instant Download/Delivery: 0814416942, 9780814416945

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Product details:

ISBN 10: 0814416942

ISBN 13: 9780814416945

Author:  William M. Luther 

The Marketing Plan: How to Prepare and Implement It 4th Edition: The rules for creating a knock-out marketing plan have completely changed. With the advent of digital business strategies, it may seem like you need to start from scratch. In his trusted classic, now completely updated to reflect the latest changes in digital marketing, Bill Luther shows readers how to navigate this perilous landscape while staying true to your current marketing strategy and the tools that work best for your business. With answers to important marketing 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. The up-to-the-minute fourth edition of The Marketing Plan pairs case studies and examples from major brand successes of the last ten years with access to online software that aids in decision-making, pricing, budget calculations, and sales projections–providing everything you need to produce an impressive and professional marketing plan.

 

The Marketing Plan: How to Prepare and Implement It 4th Edition Table of contents:

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

 

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