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The Marketing Plan, 2nd Ed.
How to Prepare and Implement It
Publisher: Amacom, 1992 , 209 pages
ISBN: 0-8144-7805-0
Synopsis:
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All too often a marketing plan is an exhaustive reference work that takes months to prepare and then rarely leaves the bookshelf. Bill Luther's The Marketing Plan shows you how to create a practical, actionable, easy-to-use ten page plan that takes just a few weeks to prepare. This revised edition of AMACOM's marketing classic helps you define and clarify your goals and pinpoint specific, concrete objectives for every area of marketing. The Marketing Plan will make sure you plan efficiently so you can spend most of your time at the real work — marketing!
Table of Contents:
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- Section I: Planning and People
- Strategic Planning
- Marketing Personnel
- The Advertising Agency
- The Fact Book
- Section II: Product/Service Plan
- Using "What If" Models to Set Marketing Objectives
- Section III: Marketing Communications Plan
- Creative Strategy
- Media Strategy and Plan
- Creative Plan
- Public Relations
- Sales Promotions
- Section IV: Research Plan
- Market Research
- Communications Research
- Section V: Customer Relations Plan
- Customer Relations as Part of Marketing
- Section VI: Sales Management Plan
- Managing the Sales Force
- Sales Training
- Section VII: The Complete Marketing Plan
- Pulling the Marketing Plan Together