The Marketing Plan
How to Prepare and Implement It
(Sprache: Englisch)
Search-engine optimization, social networking, and pay-per-click have revolutionized the marketing game. Learn how to navigate this new landscape and generate a winning plan to market your business.
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Search-engine optimization, social networking, and pay-per-click have revolutionized the marketing game. Learn how to navigate this new landscape and generate a winning plan to market your business.
Klappentext zu „The Marketing Plan “
The rules for creating a knock-out marketing plan have completely changed. With the advent of digital business strategies, it may seem like you need to start from scratch. In his trusted classic, now completely updated to reflect the latest changes in digital marketing, Bill Luther shows readers how to navigate this perilous landscape while staying true to your current marketing strategy and the tools that work best for your business. With answers to important marketing 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. The up-to-the-minute fourth edition of The Marketing Plan pairs case studies and examples from major brand successes of the last ten years with access to online software that aids in decision-making, pricing, budget calculations, and sales projections--providing everything you need to produce an impressive and professional marketing plan.
Inhaltsverzeichnis zu „The Marketing Plan “
ContentsAcknowledgments
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
Autoren-Porträt von William M. Luther
William M. Luther (Cary, NC) is a well-known marketing consultant and prolific seminar leader. He is the author of the three previous editions of this book.
Bibliographische Angaben
- Autor: William M. Luther
- Fourth Edition, 304 Seiten, mit Abbildungen, Maße: 15,2 x 22,9 cm, Kartoniert (TB), Englisch
- Verlag: Amacom
- ISBN-10: 0814416934
- ISBN-13: 9780814416938
- Erscheinungsdatum: 09.03.2011
Sprache:
Englisch
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