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Library of Congress Cataloging-in-Publication Data
Library of Congress Cataloging-in-Publication Data
Luther, William M.
The marketing plan : how to prepare and implement it/
William M. Luther.—4th ed.
p. cm.
Includes bibliographical references and index.
ISBN-13: 978-0-8144-1693-8
ISBN-10: 0-8144-1693-4
1. Marketing. I. Title.
HF5415.L83 2011
658.8′02—dc22
2010039115
© 2011 William M. Luther.
All rights reserved.
Printed in the United States of America.
This publication may not be reproduced, stored in a retrieval system, or transmitted in whole or in part, in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise, without the prior written permission of AMACOM, a division of American Management Association, 1601 Broadway, New York, NY 10019.
Printing number
10 9 8 7 6 5 4 3 2 1