How to Write a Marketing Plan (Creating Success)

✍ Scribed by John Westwood

• Publisher: Kogan Page
• Year: 2006
• Tongue: English
• Leaves: 144
• Edition: 3rd
• Category: Library

✦ Synopsis

A hands-on guide to creating a complete, professional marketing plan for any business "A 'must-have' educational resource for marketing students, and a valuable refresher course for working professionals." -- Internet Bookwatch Well-written marketing plans are based on solid strategy. They identify the most promising business opportunities, provide a coordinated action plan and illustrate how to maintain position in identified markets. John Westwood uses a real marketing plan to walk readers through each step of developing and writing their own plan. With a practical approach, this comprehensive workbook covers each essential step, including: Carrying out a marketing audit; Setting objectives and the strategies to achieve them; Devising budgets; and Writing and implementing the plan.

✦ Table of Contents

Contents......Page 5
Preface......Page 7
Introduction......Page 9
What is marketing?......Page 12
What is marketing planning?......Page 14
Stages in the preparation of amarketing plan......Page 15
Summary......Page 19
The audit of the marketingenvironment......Page 20
The marketing environment –market research......Page 21
Internal market research......Page 26
What is market segmentation?......Page 27
Information checklist......Page 28
How to present the figures......Page 30
Situation analysis......Page 34
SWOT analysis......Page 35
Summary......Page 40
What is a marketing objective?......Page 41
The product portfolio......Page 43
Relative market growth rate andshare......Page 46
Gap analysis......Page 51
What is a marketing strategy?......Page 53
Pricing strategies......Page 55
Action plans......Page 58
Summary......Page 60
The distribution plan......Page 61
The advertising and promotionsplan......Page 68
Costs and budgets......Page 73
Budgeting the cost of amarketing plan......Page 76
Summary......Page 81
Writing the plan......Page 82
Executive summary......Page 84
Situation analysis......Page 86
Marketing objectives......Page 96
Marketing strategies......Page 97
Schedule of what/where/how......Page 99
Budgets and the profit and lossaccount......Page 101
Controls and update procedures......Page 103
Summary......Page 104
Presenting the plan,follow-up and revision......Page 106
Presenting the plan......Page 107
Conclusion......Page 113
Appendix......Page 115