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THE MARKETING PLAN: HOW TO PREPARE AND IMPLEMENT ITLUTHER W.M.wydawnictwo: AMACOM , rok wydania 2011, wydanie IVcena netto: net price + 5% vat. Even if you’ve created marketing plans before—it doesn’t matter. The rules have changed. With the advent of Web 2.0 business strategies like Search Engine Optimization, Social Networking, Pay-Per-Click, and dozens more, it may seem like you need to start from scratch. But with the brand new and completely updated fourth edition of Bill Luther’s classic The Marketing Plan, you’ll learn how to navigate this perilous new landscape—while actually generating a working marketing plan for your business. By answering 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. Featuring case studies and examples from major brand successes of the last ten years, the newest edition of The Marketing Plan is undoubtedly the most practical—and the most up-to-the-minute—marketing strategy resource available. Complete with access to online software to aid in decision making, pricing, budget calculations, sales projections, and more, this one-of-a-kind guide provides everything you need to produce an impressive and professional marketing plan. Table of Contents
Acknowledgments Introduction
Chapter 1: The Planning Process Chapter 2: Marketing Management Chapter 3: Market Analysis Chapter 4: Customer Analysis Chapter 5: Brand Development 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
Appendix A: Marketing Plan Basics
Appendix B: Everything You Need to Know About Working with an Advertising Agency
Marketing Plan “what if” software models are available free of charge at: www.amacombooks.org/go/MarketingPla4 304 pages, Paperback
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