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.

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