Marketing Plan : How to Prepare and Implement It.

Contents -- Preface -- Introduction -- THE ROLE OF MARKETING WITHIN A BUSINESS -- DECISIONS TO BE MADE BEFORE DEVELOPING YOUR MARKETING PL AN -- Should You Link Your Business to the Internet? -- Your Strategic Plan Determines Where to Spend Your Marketing Dollars -- Determining Who the Customers Are and What They Want -- Aiming at the Right Target Using the Right Message -- Marketing Management -- Developing Your Brand Personality -- Creative Positioning for Your Brand -- Strategies to Reinforce Positioning -- DEVELOPING YOUR MARKETING PL AN -- Your Product/Service Plan Sets the Specifics of Your Marketing Plan -- Using Advertising to Build Awareness -- Using Direct Marketing to Sell or Produce Leads -- Using Trade Shows to Demonstrate What You Are Selling -- Using Merchandising and Sales Promotion for Incremental Sales -- Using Public Relations for Free Ads -- Using the Internet for Instant Distribution -- Using a Sales Team to Close the Sale -- Using Customer Service to Increase Repeat Sales -- FEEDBACK- USING CONTROLS AND MARKET RESEARCH TO COMPLETE THE LOOP -- Feedback-Using Controls and Market Research to Complete the Loop -- Conclusion -- APPENDIXES -- A Marketing Plan Outline -- Thirty-Eight Market Characteristics That Can Influence Profit Potential -- Explanation of the What-If Sales Model -- Index.