The Marketing Plan / Edition 3

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Overview

"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.

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Editorial Reviews

Choice
full of pithy advice that cuts to the chase without the 'fluff' of many marketing texts.
Booknews
This guide shows how to develop and implement a marketing plan by creating a desirable positioning or personality for a business based on an analysis of market economics, competition, customers, and an individual business. There are many case histories, examples from print, television, and the Web, sample forms, checklists, and customer analyses, plus a marketing plan outline and a list of the 38 market characteristics that can influence profit potential. Luther is a management and marketing consultant and a seminar leader. Annotation c. Book News, Inc., Portland, OR (booknews.com)
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Product Details

  • ISBN-13: 9780814471012
  • Publisher: AMACOM
  • Publication date: 10/23/2009
  • Edition description: REV
  • Edition number: 3
  • Pages: 338
  • Product dimensions: 0.70 (w) x 9.00 (h) x 6.00 (d)

Meet the Author

William M. Luther, former vice president of Grey Advertising, is a well-known management and marketing consultant and a prolific seminar leader. His specialties include strategic planning, sales management, new product development, advertising, and sales promotion. He is the author of two books on business planning and the two previous editions of this book. Mr. Luther lives in Cary, North Carolina.

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Table of Contents

"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

Conclusion

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

Index"

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