TY  - BOOK
AU  - Luther,William M.
TI  - The marketing plan: how to prepare and implement it 
SN  - 0814416934
U1  - 658.8 
PY  - 2011///
CY  - New York
PB  - AMACOM
KW  - Mercadeo
KW  - Administración de mercadeo
KW  - Planificación del mercadeo
KW  - Adm_Mercadeo
KW  - Adm_Mercadeo_Dirección estratégica de mercadeo
N1  - Includes bibliographical references and index; The planning process \\ Marketing management \\ Market analysis \\ Customer analysis \\ Brand development \\ Product/service plan \\ Calculating your marketing communications budget \\ Competitive analysis \\ The advertising plan \\ The sales promotion plan \\ The public relations plan \\ Sales plan : pricing \\ Sales plan : future sales \\ Customer service plan \\ Maximizing high\potential accounts \\ Internet plan \\ Research plan \\ Pulling the plan together \\ Appendix A: marketing plan format \\ Appendix B: advertising agencies \\ Appendix C: sample businesses plan
N2  - Now fully updated, the Fourth Edition of Luther's classic text will help businesses navigate the perilous new landscape of Web 2.0 business strategies, and guide them to develop a working marketing plan
UR  - http://cvirtual.cesa.edu.co/login?url=https://search.ebscohost.com/login.aspx?direct=true&db=nlebk&AN=359060&lang=es&site=eds-live
ER  -