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

"Marketing Plans, Seventh Edition presents a practical, no-nonsense style and approach that helps and encourages practicing managers with the difficult task of marketing planning. This helpful text illustrates the process of preparing a marketing plan, how to manage that process, and how to put...