The marketing plan how to prepare and implement it / William M. Luther.
| Author/creator | Luther, William M. |
| Format | Electronic |
| Edition | 4th ed. |
| Publication Info | New York : AMACOM, |
| Description | xi, 292 p. : ill. ; 23 cm. |
| Supplemental Content | Full text available from Ebook Central - Public Library Complete |
| Supplemental Content | Full text available from Ebook Central - Academic Complete |
| Subjects |
| 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. |
| Abstract | 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. |
| Bibliography note | Includes bibliographical references and index. |
| Access restriction | Available only to authorized users. |
| Technical details | Mode of access: World Wide Web |
| Genre/form | Electronic books. |
| LCCN | 2010039115 |
| ISBN | 9780814416938 |
| ISBN | 0814416934 |
| ISBN | ebook |
Availability
| Library | Location | Call Number | Status | Item Actions |
|---|---|---|---|---|
| Electronic Resources | ✔ Available |