The Marketing Plan

by William M. Luther

Book Overview

The rules for creating a knock-out marketing plan have completely changed. With the advent of digital business strategies, it may seem like you need to start from scratch. In his trusted classic, now... This description may be from another edition of this product.

• Format: Paperback
• Language: English
• ISBN: 0814471013
• ISBN13: 9780814471012
• Release Date: January 2001
• Publisher: Amacom
• Length: 336 Pages
• Weight: 1.10 lbs.
• Dimensions: 1.0" x 6.1" x 9.0"
• Age Range: 17 years and up
• Grade Range: Grade 12 and higher

Customer Reviews

Excellent Book

I liked this book because it got straight to the point. He provides a through plan for your marketing plan. It interrelates all the departments that are affected by what marketing is doing. Ultimately, if you were going to present this plan to C-level management you would get their support. It shows that Marketing has worked with other departments to make a plan that the whole company can buy into.I highly recommend it to someone that knows marketing but needs guidelines for putting together an effective plan.

Basic and Comprehensive

Here in a single volume is an abundance of basic information and sound counsel which will be especially helpful to those involved in business development for small-to-midsize organizations. (I use the word "organizations" because non-profits as well as for-profits obviously need to increase revenue while strengthening relations with various constituencies.) Don't expect to find any cutting-edge thinking here. Because the material is basic, however, don't think that Luther has little of value to offer to marketing, sales, and other customer service professionals with many years of experience. He organizes the material within five Parts:The Role of Marketing Within a BusinessDecisions to Be Made Before Developing Your Marketing PlanDeveloping Your Brand PersonalityDeveloping Your Marketing PlanFeedback: Using Controls and Market Research to Complete the LoopLuther then provides three excellent appendices: A Marketing Plan Outline, Thirty-Eight Market Characteristics, and Explanation of the What-If Sales Model. I highly recommend this book to owners/managers of chain franchises (e.g. dry cleaners, quick-print shops, and even fast food restaurants) as well as to independent insurance agents, sole practicioner attorneys, and others selling goods or services who generally neglect business development among their clientele within their local community. Presumably Luther understands that much of his material will not be directly relevant to a given reader. To his credit, he provides more material than most readers need. It remains for each reader to determine which ideas and initiatives are most appropriate. I think all readers will benefit from the disciplined thinking which Luther advocates throughout the planning, implementation, evaluation, and modification process. Those who wish to explore additional resources are urged to check out Theodore Levitt's The Marketing Imagination (a "classic"), Al Ries and Jack Trout's Positioning: The Battle for Your Mind (another" classic"), Neil Rackham's SPIN Selling (another "classic", especially for those selling big ticket items), Jacques Werth's High Probability Selling: Re-Invents the Selling Process, Dan Seidman's The Death of 20th Century Selling: 50 Hilarious Sales Blunders and How You Can Profit from Them, and Carl Sewell's Customers for Life: How to Turn That One-Time Buyer into a Lifetime Customer...