عنوان

How to write a marketing plan /

0749445548

0749451831

6610869359

9780749445546

9780749451837

9786610869350

b773714

How to write a marketing plan /

[Book]

John Westwood.

3rd ed.

Philadelphia :

Kogan Page,

2006.

1 online resource (vi, 129 pages) :

illustrations

Creating success

Includes bibliographical references (pages 126-129).

Introduction -- What is selling? -- What is marketing? -- What is marketing planning? -- Stages in the preparation of a marketing plan -- Summary -- 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 -- 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 -- Distribution, promotion and budgets -- The distribution plan -- The advertising and promotions plan -- Costs and budgets -- Budgeting the cost of a marketing plan -- Summary -- 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 -- Presenting the plan, follow-up and revision -- Presenting the plan -- Follow-up and revision -- Conclusion -- Appendix / marketing plan for the UK market.

0

Fully updated and packed with exercises to help the reader produce sections of their own marketing plan, this comprehensive workbook looks at all the essential stages, including: carrying out a marketing audit; setting objectives and the strategies to achieve them; devising budgets; writing and implementing the plan. How to Write a Marketing Plan is ideal as an individual study guide for group marketing planning exercises, as well as being a useful resource for marketing courses.

OverDrive, Inc.

How to write a marketing plan.

0749445548

Marketing-- Management.

BUSINESS & ECONOMICS-- Green Business.

Marketing-- Management.

BUS-- 094000

CJ

CJCW

KJS

LIT

Westwood, John,1947-

20201203060121.0

pn

[Book]

Y