The Marketing Plan: How to Prepare and Implement It by William M. Luther

From the Publisher

No, last yearÕs marketing plan canÕt be recycled just one more time! For most companies, itÕs time to completely overhaul their plans, throw out old assumptions, and factor in the new realities of a rapidly changing marketplace.

Packed with recent case history thumbnails, all-new information on Internet marketing, and a thorough updating throughout, the third edition of THE MARKETING PLAN outlines a comprehensive, systematic approach that guarantees results. This essential guide leads readers through every key stage, including:

* Analyzing a companyÕs market, competition, business, and customers

* Selecting profitable markets

* Isolating critical business strengths

* Developing a brand personality

* Creating a marketing plan

* Acting on the strategies

* Gathering feedback using measurable objectives and market research.

At the heart of the book is hard-hitting information on how to use a full array of effective marketing tools, including "what if" sales models, pricing strategy, advertising, direct mail, telemarketing, trade shows, merchandising, coupons, premiums, sweepstakes, shoppertainment, public relations, the Internet, sales management, and customer service. Properly used, these are tools that every company can use to dramatically increase sales and boost profits.

Author Biography: William M. Luther (Cary, NC) is a well-known marketing consultant and prolific seminar leader. He is the author of the two previous editions of this book.

Choice

full of pithy advice that cuts to the chase without the 'fluff' of many marketing texts.

Booknews

This guide shows how to develop and implement a marketing plan by creating a desirable positioning or personality for a business based on an analysis of market economics, competition, customers, and an individual business. There are many case histories, examples from print, television, and the Web, sample forms, checklists, and customer analyses, plus a marketing plan outline and a list of the 38 market characteristics that can influence profit potential. Luther is a management and marketing consultant and a seminar leader. Annotation c. Book News, Inc., Portland, OR (booknews.com)

Product Details

• ISBN: 0814471013
  
• ISBN-13: 9780814471012
• Format: Textbook Paperback, 304pp
• Publisher: AMACOM
• Pub. Date: June 2001
• Edition Description: REV
• Edition Number: 3
• Sales Rank: 258,170

• Table of Contents

Table of Contents