Abstract: A method of creating and implementing a marketing plan for a retail store chain includes the steps of developing a media and marketing plan tailored for the specific needs of a retail store chain including concentration on marketing of high margin products, implementing the plan in the retail store chain, measuring gross sales and gross profits for stores in the chain including determining whether the plan has enhanced gross sales and gross profits. Responsive to the determining step, the plan is modified in a modified plan designed to enhance gross sales and gross profits. Once the plan has been modified, the modified plan is then implemented. The process is repeated through measurement of gross sales and gross profits for the modified plan, with subsequent modification and implementation of that plan. In this way, the plan is substantially perfected to maximize measurable enhancements in gross sales and profits of a retail store chain.