The rules for creating a knock-out marketing plan have completely changed. With the advent of digital business strategies, it may seem like you need to start from scratch. In his trusted classic, now completely updated to reflect the latest changes in digital marketing, Bill Luther shows readers how to navigate this perilous landscape while staying true to your current marketing strategy and the tools that work best for your business. With answers to important marketing 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. The up-to-the-minute fourth edition of The Marketing Plan pairs case studies and examples from major brand successes of the last ten years with access to online software that aids in decision-making, pricing, budget calculations, and sales projections-providing everything you need to produce an impressive and professional marketing plan.
Country of Publication:
10 July 2019
Professional and scholarly
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
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.