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|a 9780814416945
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|a HF5415
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|a Luther, William M.
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|a The marketing plan
|b how to prepare and implement it
|c William M. Luther
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| 250 |
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|a 4th ed
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| 260 |
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|a New York
|b AMACOM
|c 2011
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| 300 |
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|a 1 online resource
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|a Includes bibliographical references and index
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|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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| 653 |
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|a BUSINESS & ECONOMICS / Green Business / bisacsh
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|a Marketing
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|a marketing / aat
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| 653 |
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|a Marketing / Planning / fast
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| 653 |
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|a Marketing / http://id.loc.gov/authorities/subjects/sh85081333
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|a eng
|2 ISO 639-2
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| 989 |
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|b OREILLY
|a O'Reilly
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|a GBB8G7035
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| 776 |
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|z 9780814416945
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|z 9780814416938
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|z 0814416934
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|u https://learning.oreilly.com/library/view/~/9780814416938/?ar
|x Verlag
|3 Volltext
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|a 658
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|a 381
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|a 330
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|a 658.8/02
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|a 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
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