The Marketing Plan / Edition 3

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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.

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Editorial Reviews

From the Publisher
"User-friendly and wholly understandable..this is a book which deals clearly with its subject matter and its refreshingly free from marketing jargon and buzz words." — The Chemical Engineer
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Product Details

  • ISBN-13: 9780749437480
  • Publisher: Kogan Page, Ltd.
  • Publication date: 4/15/2002
  • Series: Professional Paperback Series
  • Edition description: 3rd ed.
  • Edition number: 3
  • Pages: 224
  • Product dimensions: 6.32 (w) x 9.16 (h) x 0.52 (d)

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

Introduction 1
1 What is a marketing plan and why do you need one? 3
2 The structure of the plan 19
3 The groundwork - market intelligence 29
4 Historical data - collecting and analysing information about your own company and products 57
5 Situation analysis - strengths and weaknesses: how do you compare with the competition? 73
6 Marketing objectives - the aims of the plan 91
7 Marketing strategies, tactics and action plans 112
8 The distribution, advertising and promotion plans 131
9 Sales areas - different approaches for different markets 155
10 Budgets and income statements 173
11 Writing and communicating the marketing plan 191
Useful Web sites 209
Bibliography 212
Further reading 213
Index 214
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