The Marketing Plan
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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.
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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
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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).
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To my wonderful wife, Betty
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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
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