USED The Marketing Plan How To Prepare And Implement It

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.

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."

About the Author
William M. Luther (Cary, NC) is a well-known marketing consultant and prolific seminar leader. He is the author of the two previous editions of this book.