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The Marketing Plan: How to Prepare and Implement It, by William M. Luther
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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.- Sales Rank: #1034848 in Books
- Published on: 2011-03-09
- Original language: English
- Number of items: 1
- Dimensions: 9.00" h x 5.75" w x .75" l, 1.05 pounds
- Binding: Paperback
- 304 pages
From the Back Cover
The rules for creating marketing plans have changed…and if you’re not up to speed with developments like search engine optimization (SEO), social networking sites, pay-per-click, and other Web 2.0–based methods, you and your company are going to be left behind.
In this brand new edition of Bill Luther’s classic resource The Marketing Plan, you’ll learn everything you need to create your own marketing plan, using the latest strategies at your disposal. From competitive and market analysis to planning, budgeting, brand development, and management—featuring case studies and examples from major brand successes of recent years—the book shows you how to identify your marketing objectives and deploy specific strategies for every stage of the marketing cycle. You’ll learn how to:
• Analyze your company’s market, competition, business, and customers.
• Select profitable markets.
• Isolate critical business strengths.
• Develop a brand personality.
• Act on strategies.
• Gather feedback using measurable objectives and market research.
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.
Best yet, this new edition gives you complete access to online software that will assist you in decision making, pricing, budget calculations, sales projections, and more! You’ll find the Fourth Edition of this long-trusted guide indispensable…and the only thing you’ll need to quickly and easily design a complete marketing plan of your own.
William M. Luther, former vice president of Grey Advertising, is a well-known management and marketing consultant and a prolific seminar leader. His specialties include strategic planning, sales management, new product development, advertising, and sales promotion. He is the author of two books on business planning and the three previous editions of this book.
About the Author
WILLIAM M. LUTHER is a well-known marketing consultant and prolific seminar leader. He is the author of the three previous editions of this book.
Excerpt. © Reprinted by permission. All rights reserved.
Introduction
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
.amacombooks.org/go/MarketingPlan4. 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
17963-Luther/MarketingPlan_4e 1/11/11 12:05 PM Page 1
pricing, sufficient advertising and sales promotion weight, viable
public relations plans, and enviable customer service plans.
This edition can also better help you develop a popular Internet
site and enable you to become a strong player in the new world
of social media.
The software comes in three parts: case history “what if”
files; “what if” files with formulas for inserting your own
company data; and marketing plan (and other) worksheets
where you insert your objectives and strategies. Although the
book discusses each case history, at your leisure you should
bring up these files and alter some of the inserted data and
then look at the resulting outcomes. Practicing on the case
history files will enable you to see how the formulas work before
you start inserting your company data into your own section
of the software.
The software is easy to use. You use a spreadsheet like Microsoft
Excel for the “what if” files and a word processing program
like Microsoft Word for the marketing plan objectives and
strategies and other worksheets. The files that have a “C” in
front of the name are the case histories. The file names that do
not begin with a “C” before the name are the modules into
which you insert your own company data.
When these files are completed, you should print them out
and put them into a document called a “fact book.” This is supporting
data for your objectives and strategies and by inserting
the files in this different document, you keep your actual marketing
plan short and concise—so everyone will read and act
on it. Your fact book will probably number over a hundred
pages and your marketing plan should only consist of your objectives
and strategies and therefore can be less than twenty
pages. The third part of the software, in the folder labeled
“Worksheets,” contains Word files into which you can insert
your objectives and strategies for each component of your
marketing plan, along with other useful worksheets. If you
complete each module as you go through the book, your plan
will be written by the end of the last chapter.
The marketing plan belongs on the top of the desk of
everyone involved with marketing so it can constantly be monitored;
the fact book can go on their shelves. If you began to
miss an objective, you return to the fact book and make the
necessary changes to support your revised objectives and
strategies.
Most helpful customer reviews
1 of 1 people found the following review helpful.
Professional Book for Marketing People
By Clockera
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.
0 of 0 people found the following review helpful.
As if the Internet didn't exist
By Anthony Wasserman
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.
0 of 0 people found the following review helpful.
Great Resource For Serious Marketing Executives
By John Q Public
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.
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