The Marketing Plan: How to Prepare and Implement It (Paperback)

by William M. Luther (Author) "Most books and seminars on marketing plans begin with how to develop the marketing plan..." (more)
Key Phrases: basic selling line, sales closure rate, projecting market share, Fact Book, The Nerds, Home Depot (more...)

Editorial Reviews

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

Product Description
A guide to creating a market plan, for businesses of every size. Shows how to select markets with the best potential, determine who the customers are and what they want, decide on a pricing strategy and a marketing budget, and sell products using direct marketing, trade shows, merchandising and other methods. Softcover. DLC: Marketing.

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Product Details

• Paperback: 336 pages
• Publisher: AMACOM; 3rd edition (July 27, 2001)
• Language: English
• ISBN-10: 0814471013
• ISBN-13: 978-0814471012
• Product Dimensions: 9 x 6.7 x 1 inches
• Shipping Weight: 1 pounds (View shipping rates and policies)
• Average Customer Review: 5.0 out of 5 stars See all reviews (2 customer reviews)
• Amazon.com Sales Rank: #114,526 in Books (See Bestsellers in Books)

Customer Reviews

Most Helpful Customer Reviews

21 of 22 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)    (REAL NAME)

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...

8 of 8 people found the following review helpful:

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

By A Customer

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.