How to Write a Marketing Plan [NOOK Book]

Overview


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 ...
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How to Write a Marketing Plan

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Overview


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.

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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Editorial Reviews

From the Publisher

Praise for the previous edition:

"[A] strong resource which should be considered to be at hand for any business person." --Midwest Book Review

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Product Details

  • ISBN-13: 9780749451837
  • Publisher: Kogan Page, Ltd.
  • Publication date: 9/28/2006
  • Sold by: Barnes & Noble
  • Format: eBook
  • Edition number: 3
  • Pages: 129
  • File size: 4 MB

Meet the Author



John Westwood has held a wide variety of senior sales and marketing positions with several multinational companies, and has since gained valuable experience with Exporting. He has set up and developed distribution networks for various companies in Europe and Scandinavia, the Middle East, Asia and the Pacific and managed distribution operations in the US and Canada. He is also the author of How to Write a Marketing Plan, 30 Minutes to Write a Marketing Plan and The Marketing Plan Workbook, all published by Kogan Page.

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Table of Contents

1. Introduction

2. Situation analysis – the marketing audit

3. Objectives, strategies and action plans

4. Distribution, promotion and budgets

5. Writing the plan

6. Presenting the plan, follow-up and revision

John Westwood is the author of The Marketing Plan Workbook (also published by Kogan Page).  He has held a wide variety of senior sales and marketing positions.

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