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The Marketing Plan: How to Prepare and Implement It ePub download

by William Luther

  • Author: William Luther
  • ISBN: 0814416934
  • ISBN13: 978-0814416938
  • ePub: 1708 kb | FB2: 1628 kb
  • Language: English
  • Category: Marketing & Sales
  • Publisher: AMACOM; Fourth edition (March 9, 2011)
  • Pages: 304
  • Rating: 4.4/5
  • Votes: 703
  • Format: docx doc azw mobi
The Marketing Plan: How to Prepare and Implement It ePub download

Whether you’re a marketing plan veteran or have never created a marketing plan before, this book will help you navigate the perilous . William M. Luther, former vice president of Grey Advertising, is a well-known management and marketing consultant and a prolific seminar leader.

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. His specialties include strategic planning, sales management, new product development, advertising, and sales promotion.

Goodreads helps you keep track of books you want to read. Start by marking The marketing plan, how to prepare & implement it as Want to Read: Want to Read savin. ant to Read. The rules have changed.

The rules for creating a knock-out marketing plan have completely changed. With the advent of digital business strategies, it may seem like you need to start from scratch. In his trusted classic, now completely updated to reflect the latest changes in digital marketing, Bill Luther shows readers how to navigate this perilous landscape while staying true to your current marketing strategy and the tools that work best for your business.

Part Four: Developing Your Marketing Plan. The reason this book, which is essentially about how to develop a marketing plan, begins with the material contained in Parts One and Two is that so many people begin writing a marketing plan (which is for just one area of a business) without first analyzing their entire operation.

Download books for free. Even if you've created marketing plans before it doesn't matter.

Выделяйте текст, добавляйте закладки и делайте заметки, скачав книгу "The Marketing Plan: How to Prepare and . LUTHER is a well-known marketing consultant and prolific seminar leader.

WILLIAM M.

No, last year's marketing plan can't be recycled just one more time! .

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,.

No, last year's marketing plan can't be recycled just one more time! For most companies, it's time to completely overhaul .

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.

Even if you've created marketing plans before it doesn't matter.

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.
Kata
book came as expected!
Alianyau
Of course this is a professional book. Just look at who is the publisher - AMACOM. I also got it from library in the beginning. After I read it, I decided to buy it from Amazon. However this book is NOT designed for beginners - they might feel difficult in understanding some indicators and concepts. But in a fast-moving world, basics usually can NOT survive very long. Eventually you have to upgrade yourself.
Xig
Required reading for school. Boring
AnnyMars
This book can teach you all you need for marketing plan. You can also download all excel sheets from the website.
Bev
This book explains the basics of how to create a marketing plan, and covers the basics of customer analysis, competitive analysis, and so on. It shows you how to create a marketing budget, and addresses some of sales-related issues, particularly major accounts. The companion website provides access to a set of spreadsheets that helps people to create a marketing budget and plan. This was a perfectly OK book in its earlier editions, and probably will work for some businesses that generate most of their leads and sales through traditional advertising, direct mail, and PR approaches.

But this 2011 edition is shockingly incomplete for today's world and its marketing programs. The book is of no use to anyone who wants to focus on inbound marketing, online sales, or the Internet in general. The publisher has disingenuously written a blurb with all of the right buzzwords on the back cover, but there's almost no content in the book on those key topics. There's just a bit of very high-level discussion of SEO, mobile, and social media, with nothing specific. The author doesn't address the new and different world of the Internet, where even traditional businesses such as Williams-Sonoma generate more than 40% of their sales online. Many of today's fastest growing companies do very little of the traditional outbound marketing, and put virtually all of their effort (and marketing dollars) into making it easier for potential customers to find them online through search and social media. These same companies have sharply reduced their expensive field sales staff, and made it possible for their customers to try and buy.

There's nothing in the book about online advertising networks, nothing about marketing automation, nothing about visitor tracking, and nothing beyond the trivial about mobile, which will soon dominate online traffic. Another surprise: almost nothing about maintaining a presence on social media with well-timed tweets, posts on Facebook, and participation in community forums. Today's companies have to monitor social media to respond to both favorable and unfavorable comments - negative comments and negative product reviews can overrun the best efforts of a marketing program. Even more surprising, there's nothing, absolutely zero, about analytics. How can you develop and manage an effective marketing program if you can't tell what's working and what isn't? Internet-savvy companies use A/B testing and partial rollouts of new products as a way to evaluate user experience, product messaging, and sales. To the author, none of these things exist.

To me, the 4th edition of this book is a huge disappointment, as I had hoped that it would bring the earlier editions into the modern world. As it stands, anyone who wants to develop a marketing plan that focuses on the Internet must look elsewhere.
Sudert
This book is for marketing professionals - not for self-employed, free lancers or mom & pop biz owners. The author shows you how Fortune 500 companies develop a strategic marketing plan. Some reviewers are upset that the book did not offer more web based marketing tactics - well, that is not what a marketing strategy is about. Web marketing is a tactic best developed after a thorough strategic plan is developed. It will help you implement SWOT analysis, competitive intelligence and create a high level plan.

If you're starting a small biz, look elsewhere. If your job is to create a marketing plan that will be taken seriously by senior execs and investors - this is the book for you.
Malarad
I have no idea what the author is talking about - it's just the way the book is written. It seems to just start from nowhere. It's either the author is assuming the reader already knows a huge amount about marketing planning or just seems to put down thoughts as they come to mind. I reached Chapter 7 (with skipping some material in between) but can go no further. I read a lot books on management and marketing - this book has just confounded me. Luckily I got it from the library and didn't buy it. I just finished reading one excellent book The New Rules of Marketing and PR: How to Use Social Media, Blogs, News Releases, Online Video, and Viral Marketing to Reach Buyers Directly, 2nd Edition & this book was quite a let down after that.
This book is about Marketing, not really about advertising or PR which is fine.....but its so bad. There is a ton of spreadsheets you have to fill in but you need to know very specific information to do so, and then the information you get is only relevant to a larger cooperation. Also, and this is the kicker, the author made a reference to an exciting new ad technology coming out, Google Whisper, and he was serious. He was not kidding, he actually thought Goole Whisper was real, its an ONION STORY, you know "The Onion" the fake news site that makes up funny fake stories, the author thought one of them was real, and put it in his book.
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