The Marketing Plan: How to Prepare and Implement It

Overview

Even if you’ve created marketing plans before—it doesn’t matter. The rules have changed. With the advent of Web 2.0 business strategies like Search Engine Optimization, Social Networking, Pay-Per-Click, and dozens more, it may seem like you need to start from scratch.

But with the brand new and completely updated fourth edition of Bill Luther’s classic The Marketing Plan, you’ll learn how to navigate this perilous new landscape—while actually generating a working marketing plan ...

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Overview

Even if you’ve created marketing plans before—it doesn’t matter. The rules have changed. With the advent of Web 2.0 business strategies like Search Engine Optimization, Social Networking, Pay-Per-Click, and dozens more, it may seem like you need to start from scratch.

But with the brand new and completely updated fourth edition of Bill Luther’s classic The Marketing Plan, you’ll learn how to navigate this perilous new landscape—while actually generating a working marketing plan for your business. By answering questions in each chapter, readers will identify their marketing objectives and deploy specific strategies for every stage of the marketing cycle, from competitive and market analysis to planning, budgeting, brand development, and management. Featuring case studies and examples from major brand successes of the last ten years, the newest edition of The Marketing Plan is undoubtedly the most practical—and the most up-to-the-minute—marketing strategy resource available.

Complete with access to online software to aid in decision making, pricing, budget calculations, sales projections, and more, this one-of-a-kind guide provides everything you need to produce an impressive and professional marketing plan.

"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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Product Details

  • ISBN-13: 9780814476239
  • Publisher: AMACOM
  • Publication date: 1/1/1984
  • Pages: 192

Meet the Author

WILLIAM M. LUTHER is a well-known marketing consultant and prolific seminar leader. He is the author of the three previous editions of this book.

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Read an Excerpt

Introduction

The fourth edition of The Marketing Plan differs in a number of ways from its predecessor, published ten years ago. It includes ten more years of the experiences and knowledge gained from helping companies write their marketing plans—in boom economies and in bust. The book walks you through every part of the plan, with detailed analysis of case histories. After reviewing each case, you can insert on the accompanying software the data for your own company and complete your marketing objectives and strategies. By the time you finish the book, you can have a complete, written marketing plan for your own business.

If you go to the AMACOM website, you can download my computer marketing plan “what if” software models, free of charge. These allow you to insert your own data into the files and see the results for your business. The web address is www

.amacombooks.org/go/MarketingPlan4. For best results and ease of use, you should download the software to either a CD or your hard drive. Then you can go try different data until you get the results you are seeking, such as the most effective positioning of your business, your best target audience, most favorable

17963-Luther/MarketingPlan_4e 1/11/11 12:05 PM Page 1

pricing, sufficient advertising and sales promotion weight, viable public relations plans, and enviable customer service plans.

This edition can also better help you develop a popular Internet site and enable you to become a strong player in the new world of social media.

The software comes in three parts: case history “what if”

files; “what if” files with formulas for inserting your own company data; and marketing plan (and other) worksheets where you insert your objectives and strategies. Although the book discusses each case history, at your leisure you should bring up these files and alter some of the inserted data and then look at the resulting outcomes. Practicing on the case history files will enable you to see how the formulas work before you start inserting your company data into your own section of the software.

The software is easy to use. You use a spreadsheet like Microsoft

Excel for the “what if” files and a word processing program like Microsoft Word for the marketing plan objectives and strategies and other worksheets. The files that have a “C” in front of the name are the case histories. The file names that do not begin with a “C” before the name are the modules into which you insert your own company data.

When these files are completed, you should print them out and put them into a document called a “fact book.” This is supporting data for your objectives and strategies and by inserting the files in this different document, you keep your actual marketing plan short and concise—so everyone will read and act on it. Your fact book will probably number over a hundred pages and your marketing plan should only consist of your objectives and strategies and therefore can be less than twenty pages. The third part of the software, in the folder labeled

“Worksheets,” contains Word files into which you can insert your objectives and strategies for each component of your marketing plan, along with other useful worksheets. If you complete each module as you go through the book, your plan will be written by the end of the last chapter.

The marketing plan belongs on the top of the desk of everyone involved with marketing so it can constantly be monitored;

the fact book can go on their shelves. If you began to miss an objective, you return to the fact book and make the necessary changes to support your revised objectives and strategies.

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Table of Contents

Contents

Acknowledgments

Introduction

Chapter 1: The Planning Process

Chapter 2: Marketing Management

Chapter 3: Market Analysis

Chapter 4: Customer Analysis

Chapter 5: Brand Development

Chapter 4: Customer Analysis

Chapter 5: Brand Development

Chapter 6: The Product/Service Plan

Chapter 7: Calculating Your Marketing Communications

Budget

Chapter 8: Competitive Analysis

Chapter 9: The Advertising Plan

Chapter 10: The Sales Promotion Plan

Chapter 11: The Public Relations Plan

Chapter 12: The Sales Plan: Pricing

Chapter 13: The Sales Plan: Future Sales

Chapter 14: The Customer Service Plan

Chapter 15: Maximizing High-Potential Accounts

Chapter 16: The Internet Plan

Chapter 17: The Research Plan

Chapter 18: Pulling the Plan Together

Appendix A: Marketing Plan Basics

Appendix B: Everything You Need to Know About Working with an Advertising Agency

Marketing Plan “what if” software models are available free of charge at:

www.amacombooks.org/go/MarketingPla4

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