| Edition |
4th ed. |
| Description |
xi, 292 pages : illustrations ; 23 cm |
| Bibliography |
Includes bibliographical references and index. |
| Contents |
The planning process -- Marketing management -- Market analysis -- Customer analysis -- Brand development -- Product/service plan -- Calculating your marketing communications budget -- Competitive analysis -- The advertising plan -- The sales promotion plan -- The public relations plan -- Sales plan : pricing -- Sales plan : future sales -- Customer service plan -- Maximizing high-potential accounts -- Internet plan -- Research plan -- Pulling the plan together -- Appendix A: marketing plan basics -- Appendix B: everything you need to know about working with an advertising agency. |
| Summary |
Now fully updated, the Fourth Edition of Luther's classic text will help businesses navigate the perilous new landscape of Web 2.0 business strategies, and guide them to develop a working marketing plan. |
| Subject |
Marketing.
|
|
Marketing. (OCoLC)fst01010167
|
|
Marketing.
|
|
Marketing.
|
| ISBN |
9780814416938 |
|
0814416934 |
|
