TY  - BOOK
AU  - Luther,William M.
TI  - The marketing plan: how to prepare and implement it 
SN  - 9780814416938
AV  - HF5415 .L83 2011
U1  - 658.8/02 22
PY  - 2011///
CY  - New York
PB  - AMACOM
KW  - Marketing
N1  - 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
N2  - 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
ER  -