Even if you’ve created marketing plans before it doesn’t matter. The rules have changed. With the advent of Web 2.0 business strategies like Search Engine Opt imization, Social Networking, Pay-Per-Click, and dozens more, it may seem like you need to start from scratch. But with the brand new and completely updated fourth edition of Bill Luther’s classic The Marketing Plan, you’ll learn how to navigate this perilous new land scape while actually generating a working marketing plan for your business. By answering questions in each chapter, readers will identify their marketing objec tives and deploy specific strategies for every stage of the marketing cycle, from competitive and market analysis to planning, budgeting, brand development, and management. Featuring case studies and examples from major brand successes of the last ten years, the newest edition of The Marketing Plan is undoubtedly the most practical and the most up-to-the-minute—marketing strategy resource...