The marketing plan : how to prepare and implement it /

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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.

Detalles Bibliográficos
Clasificación:Libro Electrónico
Autor principal: Luther, William M.
Formato: Electrónico eBook
Idioma:Inglés
Publicado: New York : AMACOM, c2011.
Edición:4th ed.
Temas:
Marketing.
Marketing
marketing.
BUSINESS & ECONOMICS > Green Business.
Marketing > Planning.
Acceso en línea:Texto completo (Requiere registro previo con correo institucional)
Tabla de Contenidos:
  • The planning process
  • Marketing management
  • Market analysis
  • Customer analysis
  • Brand development
  • Product/service plan
  • Calculating your marketing communications budget
  • Competitive analysis
  • The advertising plan
  • The sales promotion plan
  • The public relations plan
  • Sales plan : pricing
  • Sales plan : future sales
  • Customer service plan
  • Maximizing high-potential accounts
  • Internet plan
  • Research plan
  • 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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