The Marketing Plan: How to Prepare and Implement It

The Marketing Plan: How to Prepare and Implement It

The Marketing Plan: How to Prepare and Implement It

The Marketing Plan: How to Prepare and Implement It


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.


The fourth edition of The Marketing Plan differs in a number of ways from its predecessor, published ten years ago. It includes ten more years of the experiences and knowledge gained from helping companies write their marketing plans—in boom economies and in bust. The book walks you through every part of the plan, with detailed analysis of case histories. After reviewing each case, you can insert on the accompanying software the data for your own company and complete your marketing objectives and strategies. By the time you finish the book, you can have a complete, written marketing plan for your own business.

If you go to the AMACOM website, you can download my computer marketing plan [what if] software models, free of charge. These allow you to insert your own data into the files and see the results for your business. The web address is www For best results and ease of use, you should download the software to either a CD or your hard drive. Then you can go try different data until you get the results you are seeking, such as the most effective positioning of your business, your best target audience, most favorable . . .

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