The marketing plan : how to prepare and implement it /
William M. Luther.
- 3rd ed.
- New York : AMACOM, c2001.
- xviii, 318 p. : ill ; 23 cm.
Includes index.
Provides instruction in how to create concise marketing plans that address the five components of product/service, communications, research, customer service,and sales management; with advice on setting objectives and strategy development.