| Document Type
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BL
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| Record Number
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636359
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| Doc. No
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dltt
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| Main Entry
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Luther, William M
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| Title & Author
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The marketing plan : how to prepare and implement it /\ William M. Luther
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| Edition Statement
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4th ed
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| Publication Statement
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New York :: AMACOM, American Management Association,, c2011
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| Page. NO
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1 online resource (xi, 292 p.) :: ill
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| ISBN
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9780814416945
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: 0814416942
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9780814416938
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| Notes
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Description based on print version record
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| Bibliographies/Indexes
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Includes bibliographical references and index
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| Contents
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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 format -- Appendix B: advertising agencies -- Appendix C: sample businesses plan
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| LC Classification
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HF5415.L83 2011
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| Added Entry
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Ohio Library and Information Network
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