Turn 2021 into a year of reading!
Add this book to bookshelf
Grey
Write a new comment Default profile 50px
Grey
Subscribe to read the full book or read the first pages for free!
All characters reduced
The Marketing Plan - How to Prepare and Implement It - cover

The Marketing Plan - How to Prepare and Implement It

William Luther

Publisher: AMACOM

  • 0
  • 0
  • 0

Summary

The rules for creating a knock-out marketing plan have completely changed. With the advent of digital business strategies, it may seem like you need to start from scratch. In his trusted classic, now completely updated to reflect the latest changes in digital marketing, Bill Luther shows readers how to navigate this perilous landscape while staying true to your current marketing strategy and the tools that work best for your business. With answers to important marketing questions in each chapter, readers will identify their marketing objectives and deploy specific strategies for every stage of the marketing cycle--from competitive and market analysis to planning, budgeting, brand development, and management. The up-to-the-minute fourth edition of The Marketing Plan pairs case studies and examples from major brand successes of the last ten years with access to online software that aids in decision-making, pricing, budget calculations, and sales projections--providing everything you need to produce an impressive and professional marketing plan.

Other books that might interest you

  • Online Business Models - cover

    Online Business Models

    Anthony Ekanem

    • 1
    • 1
    • 0
    Home business is the way the world is going. Gone are the days when people slaved over their office desks. This is the age where the concept of career liberalization is really going to gain root. 
    
    Are you going to be a part of it as early as you can or are you going to wait and watch till everyone has tried it out first? 
    
    The ideal way is to get into this as soon as possible and make a name for yourself in the home business genre as soon as you can. 
    
    This book has all the information you would need to launch your domestic corporate!
    Show book
  • Questions Are the Answer - A Breakthrough Approach to Your Most Vexing Problems at Work and in Life - cover

    Questions Are the Answer - A...

    Hal Gregersen

    • 1
    • 1
    • 0
    2018 Nautilus Book Awards Silver Winner 
    What if you could unlock a better answer to your most vexing problem—in your workplace, community, or home life—just by changing the question? 
    Talk to creative problem-solvers and they will often tell you, the key to their success is asking a different question. 
    Take Debbie Sterling, the social entrepreneur who created GoldieBlox. The idea came when a friend complained about too few women in engineering and Sterling wondered aloud: "why are all the great building toys made for boys?" Or consider Nobel laureate Richard Thaler, who asked: "would it change economic theory if we stopped pretending people were rational?" Or listen to Jeff Bezos whose relentless approach to problem solving has fueled Amazon’s exponential growth: “Getting the right question is key to getting the right answer.”   
    Great questions like these have a catalytic quality—that is, they dissolve barriers to creative thinking and channel the pursuit of solutions into new, accelerated pathways. Often, the moment they are voiced, they have the paradoxical effect of being utterly surprising yet instantly obvious. 
    For innovation and leadership guru Hal Gregersen, the power of questions has always been clear—but it took some years for the follow-on question to hit him: If so much depends on fresh questions, shouldn’t we know more about how to arrive at them? That sent him on a research quest ultimately including over two hundred interviews with creative thinkers. Questions Are the Answer delivers the insights Gregersen gained about the conditions that give rise to catalytic questions—and breakthrough insights—and how anyone can create them.
    Show book
  • Of Privacy and Power - The Transatlantic Struggle over Freedom and Security - cover

    Of Privacy and Power - The...

    Henry Farrell, Abraham L. Newman

    • 1
    • 1
    • 0
    How disputes over privacy and security have shaped the relationship between the European Union and the United States and what this means for the futureWe live in an interconnected world, where security problems like terrorism are spilling across borders, and globalized data networks and e-commerce platforms are reshaping the world economy. This means that states’ jurisdictions and rule systems clash. How have they negotiated their differences over freedom and security? Of Privacy and Power investigates how the European Union and United States, the two major regulatory systems in world politics, have regulated privacy and security, and how their agreements and disputes have reshaped the transatlantic relationship.The transatlantic struggle over freedom and security has usually been depicted as a clash between a peace-loving European Union and a belligerent United States. Henry Farrell and Abraham Newman demonstrate how this misses the point. The real dispute was between two transnational coalitions—one favoring security, the other liberty—whose struggles have reshaped the politics of surveillance, e-commerce, and privacy rights. Looking at three large security debates in the period since 9/11, involving Passenger Name Record data, the SWIFT financial messaging controversy, and Edward Snowden’s revelations, the authors examine how the powers of border-spanning coalitions have waxed and waned. Globalization has enabled new strategies of action, which security agencies, interior ministries, privacy NGOs, bureaucrats, and other actors exploit as circumstances dictate.The first serious study of how the politics of surveillance has been transformed, Of Privacy and Power offers a fresh view of the role of information and power in a world of economic interdependence.
    Show book
  • The Book of Beautiful Questions - The Powerful Questions That Will Help You Decide Create Connect and Lead - cover

    The Book of Beautiful Questions...

    Warren Berger

    • 5
    • 16
    • 0
    From the bestselling author of A More Beautiful Question, hundreds of big and small questions that harness the magic of inquiry to tackle challenges we all face--at work, in our relationships, and beyond. 
      
    When confronted with almost any demanding situation, the act of questioning can help guide us to smart decisions. By asking questions, we can analyze, learn, and move forward in the face of uncertainty. But "questionologist" Warren Berger says that the questions must be the right ones; the ones that cut to the heart of complexity or enable us to see an old problem in a fresh way. 
      
    In The Book of Beautiful Questions, Berger shares illuminating stories and compelling research on the power of inquiry. Drawn from the insights and expertise of psychologists, innovators, effective leaders, and some of the world's foremost creative thinkers, he presents the essential questions readers need to make the best choices when it truly counts, with a particular focus in four key areas: decision-making, creativity, leadership, and relationships. 
      
    The powerful questions in this book can help you: 
    -        Identify opportunities in your career or industry 
    -        Generate fresh ideas in business or in your own creative pursuits 
    -        Check your biases so you can make better judgments and decisions 
    -        Do a better job of communicating and connecting with the people around you 
      
    Thoughtful, provocative, and actionable, these beautiful questions can be applied immediately to bring about change in your work or your everyday life.
    Show book
  • Influence - How social media influencers are shaping our digital future - cover

    Influence - How social media...

    Sara McCorquodale

    • 1
    • 3
    • 0
    Highly Commended by the 2020 Business Book Awards 
     
    Digital influencing is one of the most exciting and disruptive new media industries, forecast to be worth over £10bn by 2020. Influencers now dominate the digital world and, when it comes to growth, they are consistently outperforming traditional media and brand advertising. 
    Despite their prominence, digital influencers continue to be misunderstood and undervalued by many people, as those charged with incorporating the influencer space into their digital strategy rarely comprehend how this extremely powerful industry works. As one of the leading authorities on the influencer space, Sara McCorquodale demystifies exactly how it operates, as she interrogates the phenomenon, analyses its problems and forecasts its future.  
    Influence draws upon first-hand interviews with world-renowned influencers, providing an invaluable insight into the inner-workings of digital culture and how it can best be used as an effective marketing and branding platform. This compelling guide on how to effectively identify and utilise the power of influencers is a must-read for anyone who wants their business to succeed and prosper online.
    Show book
  • Lecture #2 - Management versus Leadership - From Fear to Curiosity - cover

    Lecture #2 - Management versus...

    David Rohrmann, Michael Hengl,...

    • 0
    • 1
    • 0
    What are the differences between leadership and management? How are they connected? What is the common goal? What methods do leaders and managers use? The essence of leadership is to create meaning and to formulate the appropriate goal while giving explanations for actions. The essence of management is to pave the way and to ensure the implementation of necessary steps to achieve the goal. It is possible to distinguish between the choices of having to or wishing to do something. If the chief punishes hunters who refuse to join in, the hunter runs towards the stag because he wants to run away from punishment. In fact, he is running away from, rather than towards, something. This is what we call a negative vector of motivation. Avoiding hunger is also a negative vector of motivation. In the temporal dimension, both incentives tend to be short-lived. If, on the contrary, the hunter bursts into a run because he wants to unite with the animal's soul, he is following a positive vector of motivation towards union. In all primeval societies, the shaman, not the chief, instilled this way of thinking in the hunter. The motivation of uniting spiritually in death with the totem is imbued with the idea of divine eternity and happiness. It transcends existence and imparts a higher purpose or meaning to life than pure self-preservation.
    Show book