How To Write A Marketing Plan

✍ Scribed by John Westwood

• Publisher: Kogan Page
• Year: 2016
• Tongue: English
• Leaves: 193
• Series: Creating success
• Edition: 5th Edition
• Category: Library

✦ Synopsis

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 brand new 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. Including helpful chapter summaries and a detailed sample marketing plan, How to Write a Marketing Plan is essential reading for anyone who wants to boost their product or business. The creating success series of books ... With over one million copies sold, the hugely popular Creating Success series covers a wide variety of topics and is written by an expert team of internationally best-selling authors and business experts. This indispensable business skills collection is packed with new features, practical content and inspiring guidance for readers across all stages of their careers.

✦ Table of Contents

Contents......Page 8
1 Introduction......Page 14
What is marketing?......Page 17
What is marketing planning?......Page 19
Stages in the preparation of
a marketing plan......Page 20
The audit of marketing activity......Page 26
The marketing environment – market research......Page 27
Internal market research......Page 33
What is market segmentation?......Page 34
Information checklist......Page 35
How to present the figures......Page 37
Situation analysis......Page 41
SWOT analysis......Page 42
What is a marketing objective?......Page 48
Basic types of product......Page 50
The product portfolio......Page 52
Relative market growth rate and share......Page 55
Application selling......Page 59
Exporting......Page 62
Gap analysis......Page 64
What is a marketing strategy?......Page 68
Customer relationship management......Page 70
Key account management......Page 72
Devising strategies......Page 73
Action plans......Page 82
Marketing channels......Page 86
Distribution......Page 88
Telemarketing......Page 94
Taking your business online......Page 95
E-mail/e-marketing......Page 97
Direct mail......Page 98
Customer service......Page 99
Personnel......Page 104
Advertising online......Page 107
The increasing use of PR......Page 111
Developing your social media strategy......Page 112
Profit and loss account......Page 118
Budgeting the cost of a marketing plan......Page 121
8 Writing the plan......Page 128
Executive summary......Page 130
Situation analysis......Page 132
Marketing objectives......Page 142
Marketing strategies......Page 143
Schedule of what/where/how......Page 145
Budgets and the profit and loss account......Page 147
Controls and update procedures......Page 149
9 Presenting the plan, follow-up and revision......Page 152
Presenting the plan......Page 153
Follow-up and revision......Page 159
Product plans......Page 162
Planning for a new product......Page 165
Approaches for selected markets......Page 166
Marketing plans for individual export markets......Page 167
Appendix......Page 174

✦ Subjects

Marketing: Management, Business And Economics: Careers: General, Business And Economics: Marketing: General, Self-Help: Personal Growth: General