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How to Write a Marketing Plan: (Creating Success)

How to Write a Marketing Plan: (Creating Success)


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About the Book

A good marketing plan is at the core of every successful business, but it is often difficult to know how to create a plan that is workable, achievable and can deliver the required results. This manual seeks to make the task of writing a marketing plan much easier, detailing each of the steps needed to formulate a workable and successful plan. Featuring exercises, it takes the reader through all the essential stages, including: carrying out a market audit; setting objectives and the strategies to achieve them; setting budgets; and writing and presenting the plan.

Table of Contents:
preface 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 appendix - marketing plan for the UK market

About the Author :
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 and How to Write a Marketing Plan, all published by Kogan Page.


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Product Details
  • ISBN-13: 9780749432546
  • Publisher: Kogan Page Ltd
  • Publisher Imprint: Kogan Page Ltd
  • Edition: Revised edition
  • Language: English
  • Series Title: Creating Success
  • ISBN-10: 0749432543
  • Publisher Date: 24 Mar 2000
  • Binding: Paperback
  • Height: 216 mm
  • No of Pages: 128
  • Width: 135 mm


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