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The rules for creating marketing plans have changed…and if you’re not up to speed with developments like search engine optimization (SEO), social networking sites, pay-per-click, and other Web 2.0–based methods, you and your company are going to be left behind.
In this brand new edition of Bill Luther’s classic resource The Marketing Plan, you’ll learn everything you need to create your own marketing plan, using the latest strategies at your disposal. From competitive and market analysis to planning, budgeting, brand development, and management—featuring case studies and examples from major brand successes of recent years—the book shows you how to identify your marketing objectives and deploy specific strategies for every stage of the marketing cycle. You’ll learn how to:
• Analyze your company’s market, competition, business, and customers.
• Select profitable markets.
• Isolate critical business strengths.
• Develop a brand personality.
• Act on strategies.
• Gather feedback using measurable objectives and market research.
Whether you’re a marketing plan veteran or have never created a marketing plan before, this book will help you navigate the perilous new marketing landscape. It’s filled with helpful interactive question-and-answer sections, and new material on taking advantage of sales promotions; how public relations can affect your bottom line; managing your entire marketing plan; and much more.
Best yet, this new edition gives you complete access to online software that will assist you in decision making, pricing, budget calculations, sales projections, and more! You’ll find the Fourth Edition of this long-trusted guide indispensable…and the only thing you’ll need to quickly and easily design a complete marketing plan of your own.
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 three previous editions of this book.
"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.
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
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
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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
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
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: