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Packed with recent case-history thumbnails, all-new information on Internet marketing, and a thorough updating throughout, the third edition of "The Marketing Plan" outlines a comprehensive, systematic approach that guarantees results.

Tabla de contenidos provista por Syndetics

• Preface(p. xiii)
• Introduction(p. xv)
• Part 1 The Role of Marketing within a Business
• Chapter 1 The Role of Marketing within a Business(p. 3)
• The Fact Book(p. 4)
• Strategic and Business Plans(p. 7)
• Operational Plan(p. 10)
• Positioning Statement(p. 10)
• Marketing Plan(p. 11)
• Action Plans(p. 13)
• Look Out the Window(p. 15)
• Part 2 Decisions to Be Made before Developing Your Marketing Plan
• Chapter 2 Should You Link Your Business to the Internet?(p. 21)
• The Advantages and Disadvantages of the Internet(p. 22)
• It Takes Effective Strategies to Be a Winner on the Web(p. 24)
• Should You Have a Transaction Site?(p. 26)
• Should You Have a Promotional Site?(p. 28)
• Should You Have a Content Site?(p. 32)
• Should You Have a Customer Service Site?(p. 34)
• Should You Purchase Your Supplies off the Internet?(p. 35)
• Should Your Web Site Offer a Combination of Choices?(p. 36)
• Chapter 3 Your Strategic Plan Determines Where to Spend Your Marketing Dollars(p. 40)
• Five Possible Market Profiles(p. 41)
• Market Characteristics That Influence Profit Potential(p. 45)
• Where Should You Apply Maximum Marketing Pressure?(p. 48)
• Follow the Money(p. 51)
• Chapter 4 Determining Who the Customers Are and What They Want(p. 53)
• Five-Step Market Analysis(p. 54)
• Chapter 5 Aiming at the Right Target Using the Right Message(p. 71)
• Aim at the Right Target(p. 72)
• Deliver the Right Benefit(p. 73)
• Chapter 6 Marketing Management(p. 77)
• The Product or Brand Manager(p. 78)
• The Marketing or Market Manager(p. 79)
• The Marketing Coordinator(p. 80)
• Using Consultants(p. 84)
• Selecting or Reviewing Your Current Advertising Consulting Firm(p. 85)
• Making the Selection(p. 95)
• The Client-Agency Relationship(p. 95)
• Plan with Hockey Sticks(p. 96)
• Part 3 Developing Your Brand Personality
• Chapter 7 Creative Positioning for Your Brand(p. 101)
• Use the Right Side of Your Brain(p. 102)
• Make It Easy to Complain(p. 103)
• Use Your Size to Excel(p. 104)
• Business Is Like High School(p. 105)
• Be Just One Thing(p. 106)
• Do the Research Yourself(p. 107)
• Chapter 8 Strategies to Reinforce Positioning(p. 112)
• Promotional Materials and Your Positioning Statement(p. 112)
• Strategies Based on Market Position(p. 117)
• Critique All Markets(p. 120)
• Concentrate on 98 Percent(p. 122)
• Part 4 Developing Your Marketing Plan
• Chapter 9 Your Product/Service Plan Sets the Specifics of Your Marketing Plan(p. 127)
• Price Your Brand to Reflect Your Positioning(p. 127)
• Use What-If Revenue Models(p. 130)
• Your Marketing Budget(p. 133)
• Chapter 10 Using Advertising to Build Awareness(p. 136)
• Your Communications Strategy(p. 136)
• Developing Your Basic Selling Line(p. 137)
• Learn from Winners(p. 141)
• Blame the Product or Service(p. 146)
• Formatting Your Ads(p. 147)
• Developing a Creative Strategy(p. 150)
• Determining Your Advertising Budget(p. 150)
• Selecting Your Advertising Media(p. 154)
• Testing Your Advertising(p. 160)
• Chapter 11 Using Direct Marketing to Sell or Produce Leads(p. 162)
• What Is Direct Marketing?(p. 162)
• Establishing a Database(p. 163)
• Using Direct Mail(p. 166)
• Telemarketing(p. 173)
• Chapter 12 Using Trade Shows to Demonstrate What You Are Selling(p. 178)
• Advantages of Trade Shows(p. 178)
• Determining Whether to Use Trade Shows(p. 179)
• Before the Trade Show Begins(p. 180)
• During the Trade Show(p. 183)
• After the Trade Show(p. 184)
• Chapter 13 Using Merchandising and Sales Promotion for Incremental Sales(p. 185)
• Merchandising Is Coming Back(p. 185)
• Shoppertainment(p. 186)
• Sales Promotion(p. 187)
• Sampling(p. 189)
• Coupons Can Be Used for Any Brand(p. 189)
• The Value of Premiums(p. 191)
• Sweepstakes and Contests(p. 192)
• Other Promotional Concepts(p. 192)
• Chapter 14 Using Public Relations for Free Ads(p. 196)
• What Is Public Relations?(p. 196)
• Press Releases(p. 196)
• Other Types of Public Relations(p. 205)
• Chapter 15 Using the Internet for Instant Distribution(p. 208)
• Developing Your Web Site(p. 208)
• How to Get Listed by Search Engines(p. 213)
• How to Promote Your Site(p. 216)
• Taking Advantage of E-Mail, Your Customer List, and Other Forms of Prospect Contact(p. 219)
• Chapter 16 Using a Sales Team to Close the Sale(p. 221)
• Using a Sales Team(p. 221)
• Obtaining Sales Leads(p. 223)
• Making the Presentation(p. 227)
• Always Ask for a Debriefing(p. 229)
• Chapter 17 Using Customer Service to Increase Repeat Sales(p. 231)
• Hire and Train the Right People(p. 233)
• Provide Information Quickly(p. 235)
• Policies Should Benefit the Customer(p. 235)
• Don't Treat All Customers the Same(p. 236)
• Take Advantage of After-Market Sales(p. 237)
• Part 5 Feedback--Using Controls and Market Research to Complete the Loop
• Chapter 18 Feedback--Using Controls and Market Research to Complete the Loop(p. 241)
• Using Controls for Feedback(p. 241)
• No-Cost Market Research(p. 243)
• Benchmark Studies(p. 245)
• Online Studies(p. 247)
• Marketing Communications Research(p. 247)
• Advertising Research(p. 249)
• Evaluating Other Communications Activities(p. 255)
• Conclusion(p. 257)
• Appendixes
• Appendix A A Marketing Plan Outline(p. 265)
• Appendix B Thirty-Eight Market Characteristics That Can Influence Profit Potential(p. 279)
• Appendix C Explanation of the What-If Sales Model(p. 295)
• Index(p. 311)

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CHOICE Review

Luther (former vice president of Grey Advertising and currently a marketing consultant) offers tools any size business can use to define, develop, and penetrate markets. On the positive side, he provides a primer on marketing so that a new business owner may gain some insight before engaging in marketing activities. In fact the book is mainly a primer about marketing with little material devoted to actually developing or implementing a marketing plan. It is full of pithy advice that cuts to the chase without the "fluff" of many marketing texts. Also offered are several simple analytical tools that may aid decision making. On the negative side, the book is rather simplistic and would not materially enlighten those who already have a grasp of marketing. With a goal of brevity, Luther necessarily omits much material that might need to be considered by a marketer; for example, both pricing and distribution--two key marketing activities--are essentially ignored. The book is about one-third basic marketing, about one-half planning (although the discussion is really about various promotional tools), with the remainder discussing marketing research. For general readers, beginning marketing students, and novice business practitioners and entrepreneurs. G. Riecken Georgia Southern Univesity