The marketing plan how to prepare and implement it

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

Bibliographic Details
Main Author: Luther, William M.
Format: eBook
Language:English
Published: New York AMACOM 2011
Edition:4th ed
Subjects:
Online Access:
Collection: O'Reilly - Collection details see MPG.ReNa
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505 0 |a 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 basics -- Appendix B: Everything You Need to Know About Working with an Advertising Agency -- Index 
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