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" How to write a marketing plan / "
John Westwood.
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BL
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| Record Number
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1019344
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| Doc. No
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b773714
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| Main Entry
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Westwood, John,1947-
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| Title & Author
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How to write a marketing plan /\ John Westwood.
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| Edition Statement
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3rd ed.
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| Publication Statement
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London ;Philadelphia :: Kogan Page,, 2006.
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| Series Statement
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Creating success
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| Page. NO
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1 online resource (vi, 129 pages) :: illustrations
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| ISBN
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0749445548
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: 0749451831
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: 6610869359
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: 9780749445546
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: 9780749451837
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: 9786610869350
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| Bibliographies/Indexes
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Includes bibliographical references (pages 126-129).
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| Contents
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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.
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| Abstract
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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.
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| Subject
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Marketing-- Management.
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| Subject
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BUSINESS ECONOMICS-- Green Business.
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Marketing-- Management.
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| Dewey Classification
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658.8/02
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| LC Classification
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HF5415.13.W48 2006
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