Entrepreneurship

This textbook and its accompanying spreadsheet templates were designed with and for students wanting a practical and easy-to-follow guide for developing a business plan. It follows a unique format that both explains what to do and demonstrates how to do it.

Everything you need to know to design a profitable business plan. Figure out whether your business idea is likely to work, how to identify your strategic advantage, and what you can do to gain an edge on the competition. Explains how to create a one-page business plan in just a few hours. Takes a simple step-by-step approach, focusing on budgets, financials, and everyday practicalities.

This best-selling book has been updated to include crucial information on diagnosing and measuring customer satisfaction. It shows you how to organize and implement the planning process from beginning to end and translate your plan into action.

The book contains a proven, start-to-finish approach to planning your firm's marketing and is complemented by brand-new content on digital marketing and sustainable marketing. The authors have also included best-practice guidance on omnichannel management, integrated marketing communications, key account management, and customer experience management.

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.