The Marketing Plan: How to Prepare and Implement It [Paperback]

William M. Luther (Author)

Book Description

Publication Date: July 27, 2001

No, last year's marketing plan can't be recycled just one more time! For most companies, it's time to completely overhaul their plans, throw out old assumptions, and factor in the new realities of a rapidly changing marketplace. Packed with recent case history thumbnails, all-new information on Internet marketing, and a thorough updating throughout, the third edition of The Marketing Plan outlines a comprehensive, systematic approach that guarantees results. This essential guide leads readers through every key stage, including: * Analyzing a company's market, competition, business, and customers * Selecting profitable markets * Isolating critical business strengths * Developing a brand personality * Creating a marketing plan * Acting on the strategies * Gathering feedback using measurable objectives and market research. At the heart of the book is hard-hitting information on how to use a full array of effective marketing tools, including ""what if"" sales models, pricing strategy, advertising, direct mail, telemarketing, trade shows, merchandising, coupons, premiums, sweepstakes, shoppertainment, public relations, the Internet, sales management, and customer service. Properly used, these are tools that every company can use to dramatically increase sales and boost profits.

Editorial Reviews

Review

"...full of pithy advice that cuts to the chase without the "fluff" of many marketing texts." -- Choice

Book Description

"No, last year’s marketing plan can’t be recycled just one more time! For most companies, it’s time to completely overhaul their plans, throw out old assumptions, and factor in the new realities of a rapidly changing marketplace.

Packed with recent case history thumbnails, all-new information on Internet marketing, and a thorough updating throughout, the third edition of The Marketing Plan outlines a comprehensive, systematic approach that guarantees results. This essential guide leads readers through every key stage, including:

* Analyzing a company’s market, competition, business, and customers

* Selecting profitable markets

* Isolating critical business strengths

* Developing a brand personality

* Creating a marketing plan

* Acting on the strategies

* Gathering feedback using measurable objectives and market research.

At the heart of the book is hard-hitting information on how to use a full array of effective marketing tools, including ""what if"" sales models, pricing strategy, advertising, direct mail, telemarketing, trade shows, merchandising, coupons, premiums, sweepstakes, shoppertainment, public relations, the Internet, sales management, and customer service. Properly used, these are tools that every company can use to dramatically increase sales and boost profits."

See all Editorial Reviews

Product Details

• Reading level: Ages 17 and up
  
• Paperback: 336 pages
• Publisher: AMACOM; 3rd edition (July 27, 2001)
• Language: English
• ISBN-10: 0814471013
• ISBN-13: 978-0814471012
• Product Dimensions: 9 x 6.1 x 1 inches
• Shipping Weight: 1 pounds
• Average Customer Review: 3.4 out of 5 stars  See all reviews (5 customer reviews)
• Amazon Best Sellers Rank: #952,322 in Books (See Top 100 in Books)

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Customer Reviews

Most Helpful Customer Reviews

26 of 27 people found the following review helpful:

5.0 out of 5 stars Basic and Comprehensive, March 5, 2002

By 

Robert Morris (Dallas, Texas) - See all my reviews
(TOP 50 REVIEWER)    (HALL OF FAME REVIEWER)    (VINE VOICE)    (REAL NAME)   

This review is from: The Marketing Plan: How to Prepare and Implement It (Paperback)

Here in a single volume is an abundance of basic information and sound counsel which will be especially helpful to those involved in business development for small-to-midsize organizations. (I use the word "organizations" because non-profits as well as for-profits obviously need to increase revenue while strengthening relations with various constituencies.) Don't expect to find any cutting-edge thinking here. Because the material is basic, however, don't think that Luther has little of value to offer to marketing, sales, and other customer service professionals with many years of experience. He organizes the material within five Parts:

The Role of Marketing Within a Business

Decisions to Be Made Before Developing Your Marketing Plan

Developing Your Brand Personality

Developing Your Marketing Plan

Feedback: Using Controls and Market Research to Complete the Loop

Luther then provides three excellent appendices: A Marketing Plan Outline, Thirty-Eight Market Characteristics, and Explanation of the What-If Sales Model. I highly recommend this book to owners/managers of chain franchises (e.g. dry cleaners, quick-print shops, and even fast food restaurants) as well as to independent insurance agents, sole practicioner attorneys, and others selling goods or services who generally neglect business development among their clientele within their local community. Presumably Luther understands that much of his material will not be directly relevant to a given reader. To his credit, he provides more material than most readers need. It remains for each reader to determine which ideas and initiatives are most appropriate. I think all readers will benefit from the disciplined thinking which Luther advocates throughout the planning, implementation, evaluation, and modification process. Those who wish to explore additional resources are urged to check out Theodore Levitt's The Marketing Imagination (a "classic"), Al Ries and Jack Trout's Positioning: The Battle for Your Mind (another" classic"), Neil Rackham's SPIN Selling (another "classic", especially for those selling big ticket items), Jacques Werth's High Probability Selling: Re-Invents the Selling Process, Dan Seidman's The Death of 20th Century Selling: 50 Hilarious Sales Blunders and How You Can Profit from Them, and Carl Sewell's Customers for Life: How to Turn That One-Time Buyer into a Lifetime Customer...

12 of 12 people found the following review helpful:

5.0 out of 5 stars Excellent Book, February 7, 2004

By A Customer

This review is from: The Marketing Plan: How to Prepare and Implement It (Paperback)

I liked this book because it got straight to the point. He provides a through plan for your marketing plan. It interrelates all the departments that are affected by what marketing is doing. Ultimately, if you were going to present this plan to C-level management you would get their support. It shows that Marketing has worked with other departments to make a plan that the whole company can buy into.

I highly recommend it to someone that knows marketing but needs guidelines for putting together an effective plan.

1 of 1 people found the following review helpful:

5.0 out of 5 stars Professional Book for Marketing People, September 24, 2011

By 

Clockera (CA) - See all my reviews

Amazon Verified Purchase

This review is from: The Marketing Plan: How to Prepare and Implement It (Kindle Edition)

Of course this is a professional book. Just look at who is the publisher - AMACOM. I also got it from library in the beginning. After I read it, I decided to buy it from Amazon. However this book is NOT designed for beginners - they might feel difficult in understanding some indicators and concepts. But in a fast-moving world, basics usually can NOT survive very long. Eventually you have to upgrade yourself.