Catalogue


How to write a marketing plan /
John Westwood.
edition
3rd ed.
imprint
London ; Philadelphia : Kogan Page, 2006.
description
vi, 129 p. : ill. ; 22 cm.
ISBN
0749445548, 9780749445546
format(s)
Book
Holdings
Subjects
More Details
series title
imprint
London ; Philadelphia : Kogan Page, 2006.
isbn
0749445548
9780749445546
contents note
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.
catalogue key
6326819
 
Includes bibliographical references (p. [126]-129).
A Look Inside
First Chapter
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
Reviews
Review Quotes
"Gives the reader an understanding of the nuts and bolts of a marketing plan and then the tools to turn that knowledge into a profit generating marketing plan." Professional Marketing
This item was reviewed in:
Reference & Research Book News, May 2007
To find out how to look for other reviews, please see our guides to finding book reviews in the Sciences or Social Sciences and Humanities.
Summaries
Long Description
"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.
Main Description
how to write a marketing planmakes 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; writing and implementing the plan. how to write a marketing planis ideal as an individual study guide for group marketing planning exercises, as well as being a useful resource for marketing courses.
Main Description
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; writing and implementing the plan. Ideal as an individual study guide for group marketing planning exercises, as well as being a useful resource for marketing courses.
Long Description
A hands-on guide to creating a complete, professional marketing plan for any business "A 'must-have' educational resource for marketing students, and a valuable refresher course for working professionals." -- Internet Bookwatch Well-written marketing plans are based on solid strategy. They identify the most promising business opportunities, provide a coordinated action plan and illustrate how to maintain position in identified markets. John Westwood uses a real marketing plan to walk readers through each step of developing and writing their own plan. With a practical approach, this comprehensive workbook covers each essential step, including: Carrying out a marketing audit; Setting objectives and the strategies to achieve them; Devising budgets; and Writing and implementing the plan.
Description for Bookstore
A step-by-step guide to every aspect of researching and writing a marketing plan, using the development of a plan for a ficitious company to help explain the process.
Bowker Data Service Summary
A good marketing plan is at the core of every successful business, but it is often difficult to know how to take the first steps in creating a plan. This book provides a step-by-step guide to formulating a successful marketing plan.
Table of 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
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
Table of Contents provided by Publisher. All Rights Reserved.

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