How to write a marketing plan [electronic resource] /
John Westwood.
- 3rd ed.
- London ; Philadelphia : Kogan Page, 2006.
- vi, 129 p. : ill. ; 22 cm.
- Creating success .
- Creating success. .
Includes bibliographical references (p. [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.
Electronic reproduction. Palo Alto, Calif. : ebrary, 2009. Available via World Wide Web. Access may be limited to ebrary affiliated libraries.