Even if you’ve created marketing plans before—it doesn’t matter. The rules have changed. With the advent of Web 2.0 business strategies like Search Engine Optimization, Social Networking, Pay-Per-Click, and dozens more, it may seem like you need to start from scratch.
But with the brand new and completely updated fourth edition of Bill Luther’s classic The Marketing Plan, you’ll learn how to navigate this perilous new landscape—while actually generating a working marketing plan for your business. By answering 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. Featuring case studies and examples from major brand successes of the last ten years, the newest edition of The Marketing Plan is undoubtedly the most practical—and the most up-to-the-minute—marketing strategy resource available.
Complete with access to online software to aid in decision making, pricing, budget calculations, sales projections, and more, this one-of-a-kind guide provides everything you need to produce an impressive and professional marketing plan.
From the Back Cover
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.
In this brand new edition of Bill Luther’s classic resource The Marketing Plan, 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:
• Analyze your company’s market, competition, business, and customers.
• Select profitable markets.
• Isolate critical business strengths.
• Develop a brand personality.
• Act on strategies.
• Gather feedback using measurable objectives and market research.
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.
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.
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.