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　　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.

Acknowledgments

Introduction

Chapter 1: The Planning Process

Chapter 2:  Marketing Management

Chapter 3:  Market Analysis

Chapter 4: Customer Analysis

Chapter 5:  Brand Development

Chapter 6:  The Product/Service Plan

Chapter 7:  Calculating Your Marketing Communications

Budget

Chapter 8: Competitive Analysis

Chapter 9:  The Advertising Plan

Chapter 10: The Sales Promotion Plan

Chapter 11: The Public Relations Plan

Chapter 12: The Sales Plan: Pricing

Chapter 13: The Sales Plan: Future Sales

Chapter 14: The Customer Service Plan

Chapter 15: Maximizing High-Potential Accounts

Chapter 16: The Internet Plan

Chapter 17: The Research Plan

Chapter 18: Pulling the Plan Together

Appendix A: Marketing Plan Basics

Appendix B: Everything You Need to Know About Working with an

Advertising Agency

Index

Marketing Plan "what if" software models

are available free of charge at:

www.amacombooks.org/go/MarketingPlan4

　　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.

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