How to write a marketing plan

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Title:

How to write a marketing plan

Author:

Westwood, John, 1947- author.

ISBN:

9780749475710

Personal Author:

Westwood, John, 1947- author.

Edition:

Fifth edition.

Physical Description:

ix, 175 pages : illustrations, map ; 22 cm.

Series:

Creating success

Creating success.

General Note:

Revised edition of the author's How to write a marketing plan, 2013.

Abstract:

"A good marketing plan is at the core of every successful business, but it is often difficult to know how create a plan that is workable and will deliver the required results. This fully revised and updated fifth edition of How to Write a Marketing Plan simplifies the task of developing a marketing plan for a product or business. It explains the entire process, from carrying out a marketing audit, setting objectives and devising budgets, to writing and presenting the plan and finally, implementation"-- Provided by publisher.

"How to Write a Marketing Plan provides a step-by-step guide to creating a successful marketing plan: from carrying out a marketing audit, setting objectives and devising budgets to writing, presenting and implementing the plan. With brand new content on producing mini-plans and seizing new opportunities quickly, it also contains the most current information on email marketing, web usage, mobile commerce and social media. Including helpful chapter summaries and a detailed sample marketing plan, How to Write a Marketing Plan is essential reading for anyone who wants to boost their product or business. The creating success series of books ... With over one million copies sold, the hugely popular Creating Success series covers a wide variety of topics and is written by an expert team of internationally best-selling authors and business experts. This indispensable business skills collection is packed with new features, practical content and inspiring guidance for readers across all stages of their careers"-- Provided by publisher.

Contents:

Situation analysis : the marketing audit -- Objectives -- Strategies and action plans -- The distribution plan -- The advertising and promotions plan -- Costs and budgets -- Writing the plan -- Presenting the plan, follow-up and revision -- Mini-plans and quick plans -- Appendix : Marketing plan for the UK market.

Subject Term:

Marketing -- Management.

BUSINESS & ECONOMICS -- Careers -- General.

BUSINESS & ECONOMICS -- Marketing -- General.

SELF-HELP -- Personal Growth -- General.

Marketing -- Management. (OCoLC)fst01010209

Available:*

Library	Material Type	Call Number	Status	Item Holds
Searching... Aurora Downtown	Book	HF5415.13 .W48 2016	Searching... Unknown	Searching... Unavailable

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Summary

How to Write a Marketing Plan provides a step-by-step guide to creating a successful marketing plan: from carrying out a marketing audit, setting objectives and devising budgets to writing, presenting and implementing the plan. With brand new content on producing mini-plans and seizing new opportunities quickly, it also contains the most current information on email marketing, web usage, mobile commerce and social media. Including helpful chapter summaries and a detailed sample marketing plan, How to Write a Marketing Plan is essential reading for anyone who wants to boost their product or business. The creating success series of books...With over one million copies sold, the hugely popular Creating Success series covers a wide variety of topics and is written by an expert team of internationally best-selling authors and business experts. This indispensable business skills collection is packed with new features, practical content and inspiring guidance for readers across all stages of their careers.

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.