The Marketing Plan: How to Prepare and Implement It

By William M. Luther | Go to book overview

2 Marketing Management
I was doing a consulting job with IBM in Canada and realized that the advertising people did not confer with the sales team and none of them talked to the sales promotion people. I ran into the same situation with AT&T. The advertising people worked by themselves and although I tried to get all members of marketing working together, it didn't work. I consequently resigned from the consulting position.To be effective in marketing, all members of the six marketing departments must talk together and plan together. Those six departments are:
1. Sales
2. Marketing communications
3. Customer service
4. Product or service development
5. Internet
6. Research

Without working together, how can you determine which marketing tool is best against a particular member of the buy

-21-

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The Marketing Plan: How to Prepare and Implement It
Table of contents

Table of contents

  • Title Page iii
  • Contents ix
  • Acknowledgments xi
  • Introduction 1
  • 1 - The Planning Process 9
  • 2 - Marketing Management 21
  • 3 - Market Analysis 27
  • 4 - Customer Analysis 55
  • 5 - Brand Development 67
  • 6 - The Product/Service Plan 73
  • 7 - Calculating Your Marketing Communications Budget 101
  • 8 - Competitive Analysis 109
  • 9 - The Advertising Plan 117
  • 10 - The Sales Promotion Plan 139
  • 11 - The Public Relations Plan 153
  • 12 - The Sales Plan- Pricing 163
  • 13 - The Sales Plan- Future Sales 175
  • 14 - The Customer Service Plan 197
  • 15 - Maximizing High-Potential Accounts 203
  • 16 - The Internet Plan 237
  • 17 - The Research Plan 249
  • 18 - Pulling the Plan Together 257
  • Appendix A - Marketing Plan Basics 263
  • Appendix B - Everything You Need to Know about Working with An Advertising Agency 275
  • Index 285
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