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Bibliographic Record Display

• Title:How to write a marketing plan : define your strategy, plan effectively and reach your marketing goals / John Westwood.
  
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• Author/Creator:Westwood, John, 1947- author.
  
• Published/Created:London ; New York, NY : Kogan Page Limited, 2019.
  ©2019
  

• Holdings

  Holdings Record Display

  • Location:DAVID LAM LIBRARY stacksWhere is this?
    
  • Call Number: HF5415.13 .W48 2019
    
  • Number of Items:1
    
  • Status:Available
    

   
• Library of Congress Subjects:Marketing--Management.
  
• Edition:Sixth edition.
  
• Description:ix, 177 pages : illustrations ; 23 cm
  
• Series:Creating success.
  
• Summary:"How to write a marketing plan provides a step-by-step guide to creating a successful marketing plan: from carrying out a marketing audit, setting objectives and devising budgets to writing, presenting and implementing the plan. With content on producing mini-plans and seizing new opportunities quickly, it also contains the most current information on email marketing, web usage, mobile commerce and social media." -- Provided by publisher.
  
• ISBN:9780749484835 paperback
  0749484837 paperback
  9780749498832 hardcover
  0749498838 hardcover
  9780749486167 electronic book
  
• Contents:Machine generated contents note: 01. Introduction
  What is selling?
  What is marketing?
  What is marketing planning?
  Stages in the preparation of a marketing plan
  02. Situation analysis - the marketing audit
  audit of the marketing environment
  audit of marketing activity
  audit of the marketing system
  marketing environment - market research
  Internal market research
  What is market segmentation?
  Information checklist
  How to present the figures
  Situation analysis
  SWOT analysis
  03. Objectives
  What is a marketing objective?
  Basic types of product
  product portfolio
  Relative market growth rate and share
  market portfolio - increasing available markets
  Application selling
  Exporting
  Gap analysis
  04. Strategies and action plans
  What is a marketing strategy?
  Pricing strategies
  Customer strategies
  Customer relationship management
  Key account management
  Devising strategies
  Action plans
  05. distribution plan
  Marketing channels
  Direct sales
  Distribution
  Telemarketing
  Taking your business online
  E-mail/e-marketing
  M-commerce
  Direct mail
  Physical distribution, warehousing and factory location
  Customer service
  06. advertising and promotions plan
  Personnel
  Advertising and promotions
  Advertising online
  increasing use of PR
  Developing your social media strategy
  07. Costs and budgets
  Profit and loss account
  Budgeting the cost of a marketing plan
  08. Writing the plan
  Introduction
  Executive summary
  Situation analysis
  Marketing objectives
  Marketing strategies
  Schedule of what/where/how
  Sales promotion
  Budgets and the profit and loss account
  Controls and update procedures
  09. Presenting the plan, follow-up and revision
  Presenting the plan
  Follow-up and revision
  10. Mini-plans and quick plans
  Product plans
  Planning for a new product
  Approaches for selected markets
  Marketing plans for individual export markets.