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How to Write a Marketing Plan, Revised Third Edition (Series: Creating Success)

John Westwood

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ISBN 10: 0749461500 / ISBN 13: 9780749461508
Published by Kogan Page Limited/Viva Books, 2010
New Condition: New Soft cover
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About this Item

Do you want to succeed in business? Are you making the right decisions? Are you struggling to think creatively? It is often difficult to know how to take the first steps in creating a marketing plan that is workable, achievable and can deliver the required results. How to Write a Marketing Plan makes the task much easier. This revised edition is packed with exercises and looks at all the essential stages of putting a plan together 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 a useful resource for marketing courses. Contents: 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 ? 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 ? Schedule 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 Printed Pages: 144. Bookseller Inventory # 58478

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Bibliographic Details

Title: How to Write a Marketing Plan, Revised Third...

Publisher: Kogan Page Limited/Viva Books

Publication Date: 2010

Binding: Softcover

Book Condition:New

Edition: 5th or later edition.

About this title

Synopsis:

How to Write a Marketing Plan makes the task of writing a marketing plan much easier. This practical step-by-step guide details how to formulate a workable and successful plan. 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; and, 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.

About the Author:

John Westwood has held a wide variety of senior sales and marketing positions with several multinational companies, and has since gained valuable experience with Exporting. He has set up and developed distribution networks for various companies in Europe and Scandinavia, the Middle East, Asia and the Pacific and managed distribution operations in the US and Canada. He is also the author of How to Write a Marketing Plan, 30 Minutes to Write a Marketing Plan and The Marketing Plan Workbook, all published by Kogan Page.

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