The marketing plan
Subtitle: how to prepare and implement it
By: William M. Luther
Edition: 4th ed.
Publisher: AMACOM
Published: 2011
Place of publication: New York, NY
Language: eng
ISBN-13: 9780814416938
Notes: Includes bibliographical references and index.
Table of contents: title: The planning process; title: Marketing management; title: Market analysis; title: Customer analysis; title: Brand development; title: Product/service plan; title: Marketing communications budget; title: Competitive analysis; title: Promotion plan-advertising; title: Promotion plan-sales promotion; title: Promotion plan-public relations; title: Sales plan-pricing; title: Customer service plan; title: Sales plan-future sales; title: Obtaining equal market share of the high potential customers; title: Internet; title: Research; title: Your complete marketing plan; title: Appendix A: marketing plan format; title: Appendix B: advertising agencies; title: Appendix C: sample businesses plan.