The Marketing Plan ^{2nd Ed.}

All too often a marketing plan is an exhaustive reference work that takes months to prepare and then rarely leaves the bookshelf. Bill Luther's The Marketing Plan shows you how to create a practical, actionable, easy-to-use ten page plan that takes just a few weeks to prepare. This revised edition of AMACOM's marketing classic helps you define and clarify your goals and pinpoint specific, concrete objectives for every area of marketing. The Marketing Plan will make sure you plan efficiently so you can spend most of your time at the real work — marketing!

• Section I: Planning and People
1. Strategic Planning
2. Marketing Personnel
3. The Advertising Agency
4. The Fact Book
   
• Section II: Product/Service Plan
5. Using "What If" Models to Set Marketing Objectives
   
• Section III: Marketing Communications Plan
6. Creative Strategy
7. Media Strategy and Plan
8. Creative Plan
9. Public Relations
10. Sales Promotions
    
• Section IV: Research Plan
11. Market Research
12. Communications Research
    
• Section V: Customer Relations Plan
13. Customer Relations as Part of Marketing
    
• Section VI: Sales Management Plan
14. Managing the Sales Force
15. Sales Training
    
• Section VII: The Complete Marketing Plan
16. Pulling the Marketing Plan Together
    

Short and relevant. You could learn a lot from this book.