The Marketing Plan

How to Prepare and Implement It

The Marketing Plan

Author: William M. Luther
Pub Date: March 2011
Print Edition: $21.95
Print ISBN: 9780814416938
Page Count: 304
Format: Paper or Softback
Edition: Fourth Edition
e-Book ISBN: 9780814416945

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Overview

The easiest—and best—way you’ll ever find to create a marketing plan.

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.

About the Author

WILLIAM M. LUTHER is a well-known marketing consultant and prolific seminar leader. He is the author of the three previous editions of this book.

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