The Marketing Plan - 4th Edition by William Luther (Paperback)
Similar Products
Products of same category from the store
All
Product info
<p/><br></br><p><b> About the Book </b></p></br></br>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.<p/><br></br><p><b> Book Synopsis </b></p></br></br>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.<p/><br></br><p><b> From the Back Cover </b></p></br></br>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. </p> </p> In this brand new edition of Bill Luther's classic resource <i>The Marketing Plan</i>, 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: </p> </p> - Analyze your company's market, competition, business, and customers. </p> - Select profitable markets. </p> - Isolate critical business strengths. </p> - Develop a brand personality. </p> - Act on strategies. </p> - Gather feedback using measurable objectives and market research. </p> </p> 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. </p> </p> 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. </p> </p> 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. </p><p/><br></br><p><b> About the Author </b></p></br></br>WILLIAM M. LUTHER is a well-known marketing consultant and prolific seminar leader. He is the author of the three previous editions of this book. </p>
Price History
Price Archive shows prices from various stores, lets you see history and find the cheapest. There is no actual sale on the website. For all support, inquiry and suggestion messagescommunication@pricearchive.us