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"No, last year’s marketing plan can’t be recycled just one more time! For most companies, it’s time to completely overhaul their plans, throw out old assumptions, and factor in the new realities of a rapidly changing marketplace.
Packed with recent case history thumbnails, all-new information on Internet marketing, and a thorough updating throughout, the third edition of The Marketing Plan outlines a comprehensive, systematic approach that guarantees results. This essential guide leads readers through every key stage, including:
• Analyzing a company’s market, competition, business, and customers
• Selecting profitable markets
• Isolating critical business strengths
• Developing a brand personality
• Creating a marketing plan
• Acting on the strategies
• Gathering feedback using measurable objectives and market research.
At the heart of the book is hard-hitting information on how to use a full array of effective marketing tools, including "what if" sales models, pricing strategy, advertising, direct mail, telemarketing, trade shows, merchandising, coupons, premiums, sweepstakes, shoppertainment, public relations, the Internet, sales management, and customer service. Properly used, these are tools that every company can use to dramatically increase sales and boost profits."
"An extremely useful guide in helping to develop a tightly crafted yet comprehensive, action-oriented, effective marketing plan."--Richard J. Hadala, Principal, McKinsey & Co., Inc.
"Part I: The Role of Marketing within a Business
Part II: Decisions to Be Made before Developing Your Marketing Plan
1. Should You Link Your Business to the Internet?
2. Your Strategic Plan Determines Where to Spend Your Marketing Dollars
3. Determining Who Is Your Customer and What They Want
4. Aim at the Right Target Using the Right Message
5. Recommended Marketing Management
Part III: Developing Your Brand Personality
6. How to Be Creative in Your Brand Positioning
7. Your Strategies Should Reinforce Your Positioning
Part IV: Developing Your Marketing Plan
8. Your Product/Service Plan Sets the Specifics of Your Marketing Plan
9. Use Advertising to Build Awareness
10. Use Direct Mail Marketing to Sell or Produce Leads
11. Use Trade Shows to Demonstrate What You Are Selling
12. Use Merchandising and Sales Promotion for Incremental Sales
13. Use Public Relations for Free Ads
14. Use the Internet for Instant Distribution
15. Only Use the Sales Team to Close the Sale
16. Use Customer Service to Increase Repeat Sales
Part V: Feedback
17. Using Controls and Market Research to Complete the Loop
Part VI: Appendices
Appendix A: Marketing Plan Outline
Appendix B: Thirty-eight Market Characteristics That Can Influence Profit Potential
Appendix C: Explanation of "What If" Sales Model