The Marketing Plan

No, last year's marketing plan can't be recycled just one more time! For most companies, it's time to completely overhaul their plans, throw out old assumptions, and factor in the new realities of a rapidly changing marketplace.

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. This essential guide leads readers through every key stage, including:

• Analyzing a company's market, competition, business, and customers
• Selecting profitable markets
• Isolating critical business strengths
• Developing a brand personality
• Creating a marketing plan
• Acting on the strategies
• Gathering feedback using measurable objectives and market research.

Contents

• Preface
• Introduction

• Ch. 1 The Role of Marketing within a Business 3

• Ch. 2 Should You Link Your Business to the Internet? 21
• Ch. 3 Your Strategic Plan Determines Where to Spend Your Marketing Dollars 40
• Ch. 4 Determining Who the Customers Are and What They Want 53
• Ch. 5 Aiming at the Right Target Using the Right Message 71
• Ch. 6 Marketing Management 77

• Ch. 7 Creative Positioning for Your Brand 101
• Ch. 8 Strategies to Reinforce Positioning 112

• Ch. 9 Your Product/Service Plan Sets the Specifics of Your Marketing Plan 127
• Ch. 10 Using Advertising to Build Awareness 136
• Ch. 11 Using Direct Marketing to Sell or Produce Leads 162
• Ch. 12 Using Trade Shows to Demonstrate What You Are Selling 178
• Ch. 13 Using Merchandising and Sales Promotion for Incremental Sales 185
• Ch. 14 Using Public Relations for Free Ads 196
• Ch. 15 Using the Internet for Instant Distribution 208
• Ch. 16 Using a Sales Team to Close the Sale 221
• Ch. 17 Using Customer Service to Increase Repeat Sales 231

• Ch. 18 Feedback - Using Controls and Market Research to Complete the Loop 241

• Conclusion 257
• App. A: A Marketing Plan Outline 265
• App. B: Thirty-Eight Market Characteristics That Can Influence Profit Potential 279
• App. C: Explanation of the What-If Sales Model 295
• Index