How to Write a Marketing Plan
(Sprache: Englisch)
A hands-on guide to creating a complete, professional marketing plan for any business, this resource walks readers through each step of developing and writing their own plan. With a practical approach, this comprehensive workbook covers each essential step.
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A hands-on guide to creating a complete, professional marketing plan for any business, this resource walks readers through each step of developing and writing their own plan. With a practical approach, this comprehensive workbook covers each essential step.
Inhaltsverzeichnis zu „How to Write a Marketing Plan “
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
Autoren-Porträt von John Westwood
john westwood has held a wide variety of senior sales and marketing positions and is currently the sales and marketing director of a company in a major multinational group. he is the author of 30 minutes to write a marketing plan (also kogan page).
Bibliographische Angaben
- Autor: John Westwood
- 2006, Maße: 13,9 x 1,2 cm, Kartoniert (TB), Englisch
- Verlag: Kogan Page
- ISBN-10: 0749445548
- ISBN-13: 9780749445546
Sprache:
Englisch
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