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Record Nr. |
UNINA9910791860403321 |
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Autore |
Luther William M |
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Titolo |
The marketing plan [[electronic resource] ] : how to prepare and implement it / / William M. Luther |
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Pubbl/distr/stampa |
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New York : , : AMACOM, , 2011 |
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ISBN |
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1-283-02346-6 |
9786613023469 |
0-8144-1694-2 |
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Edizione |
[4th ed.] |
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Descrizione fisica |
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1 online resource (305 p.) |
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Disciplina |
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Soggetti |
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Lingua di pubblicazione |
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Formato |
Materiale a stampa |
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Livello bibliografico |
Monografia |
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Note generali |
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Description based upon print version of record. |
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Nota di bibliografia |
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Includes bibliographical references and index. |
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Nota di contenuto |
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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 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 AccountsChapter 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; Index |
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Sommario/riassunto |
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The easiest-and best-way you'll ever find to create a marketing plan. |
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