| Description |
1 online resource |
|
data file |
| Bibliography |
Includes bibliographical references and index. |
| 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 basics -- Appendix B: Everything You Need to Know About Working with an Advertising Agency -- Index |
| 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. |
| Subject |
Marketing.
|
|
Marketing |
|
Marketing. |
|
marketing. |
|
Marketing -- Planning |
| Other Form: |
Print version: The marketing plan New York : AMACOM, c2011. 9780814416938 (DLC) 2010039115 |
| ISBN |
9780814416945 ebook |
|
0814416942 |
|
More Resources