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Marketing Plan Workbook


Endorsed by the Sunday Times and the Institute of Directors

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Endorsed by the Sunday Times and the Institute of Directors

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Product Details

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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