How to write a marketing plan
Publication details: London : Kogan Page, 2006. Edition: 3rd edDescription: vi, 122 p. : ill. ; 22 cmISBN: 8175543140Subject(s): 1. Marketing -- ManagementDDC classification: 658.802 WES| Item type | Current library | Home library | Call number | Status | Date due | Barcode | Item holds |
|---|---|---|---|---|---|---|---|
English Lending
|
Villa College Library | Villa College Library | 658.802 WES (Browse shelf(Opens below)) | Available | 3402 |
Browsing Villa College Library shelves Close shelf browser (Hides shelf browser)
Contents:
1. Introduction
2. What is selling?
3. What is marketing?
4. What is marketing planning?
5. Stages in the preparation of a marketing plan
6. Summary
7. Situation analysis / the marketing audit
8. The audit of the marketing environment
9. The audit of marketing activity
10. The audit of the marketing system
11. The marketing environment / market research
12. Practical example
13. Internal market research
14. What is market segmentation?
15. Information checklist
16. How to present the figures
17. Situation analysis
18. Swot analysis
19. Objectives, strategies and action plans
20. What is a marketing objective?
21. The product portfolio
22. Relative market growth rate and share
23. Gap analysis
24. What is a marketing strategy?
25. Pricing strategies
26. Action plans
27. Distribution, promotion and budgets
28. The distribution plan
29. The advertising and promotions plan
30. Costs and budgets
31. Budgeting the cost of a marketing plan
32. Writing the plan
33. Introduction
34. Executive summary
35. Marketing objectives
36. Marketing strategies
37. Schedules of what/where/how
38. Sales promotion
39. Budgets and the profit and loss account
40. Controls and update procedures
41. Presenting the plan, follow-up and revision
42. Presenting the plan
43. Follow-up and revision
44. Conclusion
There are no comments on this title.