Cover image for How to write a marketing plan
Title:
How to write a marketing plan
Author:
Westwood, John, 1947-
Personal Author:
Edition:
Fourth edition.
Publication Information:
Philadelphia, PA : Kogan Page Limited, 2013.

©2013.
Physical Description:
x, 172 pages : illustrations ; 23 cm.
Language:
English
Contents:
Preface -- Introduction -- Situation analysis : the marketing audit -- Objectives -- Strategies and action plans -- The distribution plan -- The advertising and promotions plan -- Writing the plan -- Presenting the plan, follow-up and revision -- Appendix C: Marketing plan for the UK market.
ISBN:
9780749467128
Format :
Book

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Summary

Summary

How to Write a Marketing Plan, 4th edition, simplifies the task of developing a marketing plan for a product or business. Taking a step-by-step approach to the entire process, from carrying out a marketing audit, setting objectives and devising budgets, to writing and presenting the plan and finally, implementation.
With a brand new chapter to help you produce mini-plans and seize new opportunities quickly,
it is essential reading for anyone who wants to boost their business, sell products or services and learn the techniques of market research.


Author Notes

John Westwood has held a wide variety of senior sales and marketing positions and is currently an independent marketing consultant. He is the author of The Marketing Plan, 30 Minutes to Write a Marketing Plan, The Marketing Plan Workbook and Marketing Your Business, all published by Kogan Page.


Excerpts

Excerpts

1. Introduction What is selling?; What is marketing?; What is marketing planning?; Stages in the preparation of a marketing plan; Summary 2. Situation analysis - the marketing audit The audit of the marketing environment; The audit of marketing activity; The audit of the marketing system; The marketing environment - market research; Practical example; Internal market research; What is market segmentation?; Information checklist; How to present the figures; Situation analysis; SWOT analysis; Summary 3. Objectives, strategies and action plans What is a marketing objective?; The product portfolio; Relative market growth rate and share; Gap analysis; What is a marketing strategy?; Pricing strategies; Action plans; Summary 4. Distribution, promotion and budgets The distribution plan; The advertising and promotions plan; Costs and budgets; Budgeting the cost of a marketing plan; Summary 5. Writing the plan Introduction; Executive summary; Situation analysis; Marketing objectives; Marketing strategies; Schedules of what/where/how; Sales promotion; Budgets and the profit and loss account; Controls and update procedures; Summary 6. Presenting the plan, follow-up and revision Presenting the plan; Follow-up and revision; Conclusion Excerpted from How to Write a Marketing Plan by John Westwood All rights reserved by the original copyright owners. Excerpts are provided for display purposes only and may not be reproduced, reprinted or distributed without the written permission of the publisher.