The Marketing Plan This page intentionally left blank The Marketing Plan How to Prepare and Implement It 4TH EDITION William M. Luther American Management Association New York • Atlanta • Brussels • Chicago • Mexico City • San Francisco Shanghai • Tokyo • Toronto • Washington, D.C. Openmirrors.com Bulk discounts available. For details visit: www.amacombooks.org/go/specialsales Or contact special sales: Phone: 800-250-5308 E-mail:
[email protected] View all the AMACOM titles at: www.amacombooks.org This publication is designed to provide accurate and authoritative information in regard to the subject matter covered. It is sold with the understanding that the publisher is not engaged in rendering legal, accounting, or other professional service. If legal advice or other expert assistance is required, the services of a competent professional person should be sought. Library of Congress Cataloging-in-Publication Data Library of Congress Cataloging-in-Publication Data Luther, William M. The marketing plan : how to prepare and implement it / William M. Luther.—4th ed. p. cm. Includes bibliographical references and index. ISBN-13: 978-0-8144-1693-8 ISBN-10: 0-8144-1693-4 1. Marketing. I. Title. HF5415.L83 2011 658.8'02—dc22 2010039115 © 2011 William M. Luther. All rights reserved. Printed in the United States of America. This publication may not be reproduced, stored in a retrieval system, or transmitted in whole or in part, in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise, without the prior written permission of AMACOM, a division of American Management Association, 1601 Broadway, New York, NY 10019. Printing number 10 9 8 7 6 5 4 3 2 1 Complete your written marketing plan by the end of the book! The Marketing Plan 4th Edition How to Prepare and Implement It with “what if” software on the AMACOM website (www.amacombooks.org/go/MarketingPlan4). This page intentionally left blank To my wonderful wife, Betty This page intentionally left blank Contents Acknowledgments Introduction 1 xi Chapter 1: The Planning Process 9 Chapter 2: Marketing Management Chapter 3: Market Analysis 21 27 Chapter 4: Customer Analysis 55 Chapter 5: Brand Development <