This guide shows how to develop and implement a marketing plan by creating a desirable positioning or personality for a business based on an analysis of market economics, competition, customers, and an individual business. There are many case histories, examples from print, television, and the Web, sample forms, checklists, and customer analyses, plus a marketing plan outline and a list of the 38 market characteristics that can influence profit potential. Luther is a management and marketing consultant and a seminar leader. Annotation c. Book News, Inc., Portland, OR (booknews.com)