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Author Luther, William M.

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

Edition Fourth edition.
Publication Info. New York : AMACOM, [2011]
Location Call No. Status
 95th Street Adult Nonfiction  658.802 LUT    AVAILABLE
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Description xi, 292 pages : illustrations ; 23 cm
Note Includes index.
Contents The planning process -- Marketing management -- Market analysis -- Customer analysis -- Brand development -- The product/service plan -- Calculating your marketing communications budget -- Competitive analysis -- The advertising plan -- The sales promotion plan -- The public relations plan -- The sales plan: pricing -- The sales plan: future sales -- The customer service plan -- Maximizing high-potential accounts -- The Internet plan -- The research plan -- Pulling the plan together.
Subject Marketing.
ISBN 9780814416938
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