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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.

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