Catalogue

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The marketing plan : how to prepare and implement it /
William M. Luther.
edition
4th ed.
imprint
New York : AMACOM, c2011.
description
xi, 292 p. : ill. ; 23 cm.
ISBN
0814416934 (pbk.), 9780814416938 (pbk.)
format(s)
Book
Holdings
Subjects
subject
More Details
imprint
New York : AMACOM, c2011.
isbn
0814416934 (pbk.)
9780814416938 (pbk.)
contents note
The planning process -- Marketing management -- Market analysis -- Customer analysis -- Brand development -- Product/service plan -- Marketing communications budget -- Competitive analysis -- Promotion plan-advertising -- Promotion plan-sales promotion -- Promotion plan-public relations -- Sales plan-pricing -- Customer service plan -- Sales plan-future sales -- Obtaining equal market share of the high potential customers -- Internet -- Research -- Your complete marketing plan -- Appendix A: marketing plan format -- Appendix B: advertising agencies -- Appendix C: sample businesses plan.
catalogue key
7452698
 
Includes bibliographical references and index.
A Look Inside
About the Author
Author Affiliation
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. Mr. Luther lives in Cary, North Carolina.
First Chapter
<html><head></head><body><p style="margin-top: 0"> Introduction </p> <p style="margin-top: 0"> </p> <p style="margin-top: 0"> The fourth edition of The Marketing Plan differs in a number of </p> <p style="margin-top: 0"> ways from its predecessor, published ten years ago. It includes </p> <p style="margin-top: 0"> ten more years of the experiences and knowledge gained from </p> <p style="margin-top: 0"> helping companies write their marketing plans—in boom </p> <p style="margin-top: 0"> economies and in bust. The book walks you through every part </p> <p style="margin-top: 0"> of the plan, with detailed analysis of case histories. After reviewing </p> <p style="margin-top: 0"> each case, you can insert on the accompanying software </p> <p style="margin-top: 0"> the data for your own company and complete your </p> <p style="margin-top: 0"> marketing objectives and strategies. By the time you finish the </p> <p style="margin-top: 0"> book, you can have a complete, written marketing plan for your </p> <p style="margin-top: 0"> own business. </p> <p style="margin-top: 0"> </p> <p style="margin-top: 0"> If you go to the AMACOM website, you can download my </p> <p style="margin-top: 0"> computer marketing plan “what if” software models, free of </p> <p style="margin-top: 0"> charge. These allow you to insert your own data into the files and </p> <p style="margin-top: 0"> see the results for your business. The web address is www </p> <p style="margin-top: 0"> .amacombooks.org/go/MarketingPlan4. For best results and </p> <p style="margin-top: 0"> ease of use, you should download the software to either a CD or </p> <p style="margin-top: 0"> your hard drive. Then you can go try different data until you get </p> <p style="margin-top: 0"> the results you are seeking, such as the most effective positioning </p> <p style="margin-top: 0"> of your business, your best target audience, most favorable </p> <p style="margin-top: 0"> 17963-Luther/MarketingPlan_4e 1/11/11 12:05 PM Page 1 </p> <p style="margin-top: 0"> pricing, sufficient advertising and sales promotion weight, viable </p> <p style="margin-top: 0"> public relations plans, and enviable customer service plans. </p> <p style="margin-top: 0"> This edition can also better help you develop a popular Internet </p> <p style="margin-top: 0"> site and enable you to become a strong player in the new world </p> <p style="margin-top: 0"> of social media. </p> <p style="margin-top: 0"> </p> <p style="margin-top: 0"> The software comes in three parts: case history “what if” </p> <p style="margin-top: 0"> files; “what if” files with formulas for inserting your own </p> <p style="margin-top: 0"> company data; and marketing plan (and other) worksheets </p> <p style="margin-top: 0"> where you insert your objectives and strategies. Although the </p> <p style="margin-top: 0"> book discusses each case history, at your leisure you should </p> <p style="margin-top: 0"> bring up these files and alter some of the inserted data and </p> <p style="margin-top: 0"> then look at the resulting outcomes. Practicing on the case </p> <p style="margin-top: 0"> history files will enable you to see how the formulas work before </p> <p style="margin-top: 0"> you start inserting your company data into your own section </p> <p style="margin-top: 0"> of the software. </p> <p style="margin-top: 0"> </p> <p style="margin-top: 0"> The software is easy to use. You use a spreadsheet like Microsoft </p> <p style="margin-top: 0"> Excel for the “what if” files and a word processing program </p> <p style="margin-top: 0"> like Microsoft Word for the marketing plan objectives and </p> <p style="margin-top: 0"> strategies and other worksheets. The files that have a “C” in </p> <p style="margin-top: 0"> front of the name are the case histories. The file names that do </p> <p style="margin-top: 0"> not begin with a “C” before the name are the modules into </p> <p style="margin-top: 0"> which you insert your own company data. </p> <p style="margin-top: 0"> </p> <p style="margin-top: 0"> When these files are completed, you should print them out </p> <p style="margin-top: 0"> and put them into a document called a “fact book.” This is supporting </p> <p style="margin-top: 0"> data for your objectives and strategies and by inserting </p> <p style="margin-top: 0"> the files in this different document, you keep your actual marketing </p> <p style="margin-top: 0"> plan short and concise—so everyone will read and act </p> <p style="margin-top: 0"> on it. Your fact book will probably number over a hundred </p> <p style="margin-top: 0"> pages and your marketing plan should only consist of your objectives </p> <p style="margin-top: 0"> and strategies and therefore can be less than twenty </p> <p style="margin-top: 0"> pages. The third part of the software, in the folder labeled </p> <p style="margin-top: 0"> “Worksheets,” contains Word files into which you can insert </p> <p style="margin-top: 0"> your objectives and strategies for each component of your </p> <p style="margin-top: 0"> marketing plan, along with other useful worksheets. If you </p> <p style="margin-top: 0"> complete each module as you go through the book, your plan </p> <p style="margin-top: 0"> will be written by the end of the last chapter. </p> <p style="margin-top: 0"> </p> <p style="margin-top: 0"> The marketing plan belongs on the top of the desk of </p> <p style="margin-top: 0"> everyone involved with marketing so it can constantly be monitored; </p> <p style="margin-top: 0"> the fact book can go on their shelves. If you began to </p> <p style="margin-top: 0"> miss an objective, you return to the fact book and make the </p> <p style="margin-top: 0"> necessary changes to support your revised objectives and </p> <p style="margin-top: 0"> strategies. </p> </body></html>
Full Text Reviews
Appeared in Choice on 2002-02-01:
Luther (former vice president of Grey Advertising and currently a marketing consultant) offers tools any size business can use to define, develop, and penetrate markets. On the positive side, he provides a primer on marketing so that a new business owner may gain some insight before engaging in marketing activities. In fact the book is mainly a primer about marketing with little material devoted to actually developing or implementing a marketing plan. It is full of pithy advice that cuts to the chase without the "fluff" of many marketing texts. Also offered are several simple analytical tools that may aid decision making. On the negative side, the book is rather simplistic and would not materially enlighten those who already have a grasp of marketing. With a goal of brevity, Luther necessarily omits much material that might need to be considered by a marketer; for example, both pricing and distribution--two key marketing activities--are essentially ignored. The book is about one-third basic marketing, about one-half planning (although the discussion is really about various promotional tools), with the remainder discussing marketing research. For general readers, beginning marketing students, and novice business practitioners and entrepreneurs. G. Riecken Georgia Southern Univesity
Reviews
This item was reviewed in:
Reference & Research Book News, August 2011
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Summaries
Back Cover Copy
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 2.0based 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 managementfeaturing case studies and examples from major brand successes of recent yearsthe 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.
Bowker Data Service Summary
This guide provides the fundamentals of preparing and developing a practical marketing plan that covers five critical areas: the product/service plan, marketing communications, research, customer service and sales management.
Description for Bookstore
Even if you've created marketing plans beforeit 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 landscapewhile 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 practicaland the most up-to-the-minutemarketing 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.
Description for Bookstore
Even if you've created marketing plans beforeit 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 landscapewhile 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 Planis undoubtedly the most practicaland the most up-to-the-minutemarketing 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.
Main Description
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 andexamples 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.
Main Description
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 Opt imization, 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 land scape while actually generating a working marketing plan for your business. By answering questions in each chapter, readers will identify their marketing objec tives 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.
Main Description
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 andexamples 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.
Main Description
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.
Main Description
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.
Table of Contents
Acknowledgmentsp. xi
Introductionp. 1
The Planning Processp. 9
Marketing Managementp. 21
Market Analysisp. 27
Customer Analysisp. 55
Brand Developmentp. 67
The Product/Service Planp. 73
Calculating Your Marketing Communications Budgetp. 101
Competitive Analysisp. 109
The Advertising Planp. 117
The Sales Promotion Planp. 139
The Public Relations Planp. 153
The Sales Plan: Pricingp. 163
The Sales Plan: Future Salesp. 175
The Customer Service Planp. 197
Maximizing High-Potential Accountsp. 203
The Internet Planp. 237
The Research Planp. 249
Pulling the Plan Togetherp. 257
Marketing Plan Basicsp. 263
Everything You Need to Know About Working with an Advertising Agencyp. 275
Indexp. 285
Table of Contents provided by Ingram. All Rights Reserved.

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