The Marketing Plan: How to Prepare and Implement It (Fourth Edition)

305 Pages·2016·2.56 MB·English

by  Luther W.M.

The Marketing Plan
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The
Marketing
Plan
How to Prepare and Implement It
4TH EDITION
Willia m M. Luther
American Management Association
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Library of Congress Cataloging-in-Publication Data
Library of Congress Cataloging-in-Publication Data
Luther, William M.
The marketing plan : how to prepare and implement it /
William M. Luther.—4th ed.
p. cm.
Includes bibliographical references and index.
ISBN-13: 978-0-8144-1693-8
ISBN-10: 0-8144-1693-4
1. Marketing. I. Title.
HF5415.L83 2011
658.8'02—dc22
2010039115

© 2011 William M. Luther.
All rights reserved.
Printed in the United States of America.
This publication may not be reproduced, stored in a retrieval
s ystem, or transmitted in whole or in part, in any form or by
any means, electronic, mechanical, photocopying, recording,
or otherwise, without the prior w ritten permission of AMACOM,
a division of American Management Association,
1601 Broadway, New York, NY 10019.
Printing number
10 9 8 7 6 5 4 3 2 1
Complete your written marketing plan by the end of the book!
The Marketing Plan
4th Edition
How to Prepare and Implement It
with “what if” software on the AMACOM website
(www.amacombooks.org/go/MarketingPlan4).
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To my wonderful wife,
Betty
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Contents
Acknowledgments xi
Introduction 1
Chapter 1: The Planning Process 9
Chapter 2: Marketing Management 21
Chapter 3: Market Analysis 27
Chapter 4: Customer Analysis 55
Chapter 5: Brand Development 67
Chapter 6: The Product/Service Plan 73
Chapter 7: Calculating Your Marketing Communications

Budget 101
Chapter 8: Competitive Analysis 109
Chapter 9: The Advertising Plan 117
Chapter 10: The Sales Promotion Plan 139
Chapter 11: The Public Relations Plan 153
Chapter 12: The Sales Plan: Pricing 163
Chapter 13: The Sales Plan: Future Sales 175
Chapter 14: The Customer Service Plan 197
ix