The Marketing Plan / Edition 3

The Marketing Plan / Edition 3

by John Westwood
     
 

ISBN-10: 0749437480

ISBN-13: 9780749437480

Pub. Date: 04/15/2002

Publisher: Kogan Page, Ltd.

A well-devised marketing plan, the focus for all marketing aims, proposals and activities, can improve a company's performance. This new edition clarifies the complexities faced by those responsible for compiling a plan and sets out clear guidelines on how to go about this task.  See more details below

Overview

A well-devised marketing plan, the focus for all marketing aims, proposals and activities, can improve a company's performance. This new edition clarifies the complexities faced by those responsible for compiling a plan and sets out clear guidelines on how to go about this task.

Product Details

ISBN-13:
9780749437480
Publisher:
Kogan Page, Ltd.
Publication date:
04/15/2002
Series:
Professional Paperback Series
Edition description:
3rd ed.
Pages:
224
Product dimensions:
6.32(w) x 9.16(h) x 0.52(d)

Table of Contents

Introduction1
1What is a marketing plan and why do you need one?3
2The structure of the plan19
3The groundwork - market intelligence29
4Historical data - collecting and analysing information about your own company and products57
5Situation analysis - strengths and weaknesses: how do you compare with the competition?73
6Marketing objectives - the aims of the plan91
7Marketing strategies, tactics and action plans112
8The distribution, advertising and promotion plans131
9Sales areas - different approaches for different markets155
10Budgets and income statements173
11Writing and communicating the marketing plan191
Useful Web sites209
Bibliography212
Further reading213
Index214

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