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
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| Format: | eBook |
| Language: | English |
| Published: |
New York
AMACOM
2011
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| Edition: | 4th ed |
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| Online Access: | |
| Collection: | O'Reilly - Collection details see MPG.ReNa |
Table of Contents:
- Includes bibliographical references and index
- 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