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

By: Material type: TextTextPublication details: New York : AMACOM, c2011.Edition: 4th edDescription: xi, 292 p. : ill. ; 23 cmISBN:
  • 9780814416938
Subject(s): DDC classification:
  • 658.8/02 22
LOC classification:
  • HF5415 .L83 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 Home library Collection Call number Copy number Status Date due Barcode
Open Shelf Books Open Shelf Books Al-Ghazali Library OS HF5415 .L83 2011 (Browse shelf(Opens below)) 1 Checked out to KHURAISAH MOHD NASIR (1056) 19/02/2025 GHAZ15104726

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.