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The marketing plan : how to prepare and implement it / William M. Luther.

By: Material type: TextTextLanguage: eng Publication details: New York : AMACOM, c2011.Edition: 4th edDescription: xi, 292 p. : ill. ; 23 cmISBN:
  • 9780814416938
  • 0814416934
Subject(s): DDC classification:
  • 658.802 22
LOC classification:
  • HF 5415  L973m 2011
Contents:
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 format -- Appendix B: advertising agencies -- Appendix C: sample businesses plan.
Summary: 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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Holdings
Item type Current library Home library Collection Shelving location Call number Copy number Status Barcode
Libro Libro Biblioteca Juan Bosch Biblioteca Juan Bosch Ciencias Sociales Ciencias Sociales (3er. Piso) HF 5415 L973m 2011 (Browse shelf(Opens below)) 1 Available 00000126849

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 format -- Appendix B: advertising agencies -- Appendix C: sample businesses plan.

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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