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How to write a marketing plan

紀錄類型:	書目-語言資料,印刷品 : Monograph/item
正題名/作者:	How to write a marketing plan/ John Westwood.
作者:	Westwood, John,
出版者:	London ;Kogan Page, : 2006.,
面頁冊數:	vi, 129 p. :ill. :
標題:	Marketing - Management. -
電子資源:	Click to View

How to write a marketing plan
Westwood, John,1947-

How to write a marketing plan[electronic resource] /John Westwood. - 3rd ed. - London ;Kogan Page,2006. - vi, 129 p. :ill. - Creating success. - Creating success..

Includes bibliographical references (p. [126]-129).

Introduction -- What is selling? -- What is marketing? -- What is marketing planning? -- Stages in the preparation of a marketing plan -- Summary -- Situation analysis / the marketing audit -- The audit of the marketing environment -- The audit of marketing activity -- The audit of the marketing system -- The marketing environment / market research -- Practical example -- Internal market research -- What is market segmentation? -- Information checklist -- How to present the figures -- Situation analysis -- Swot analysis -- Summary -- Objectives, strategies and action plans -- What is a marketing objective? -- The product portfolio -- Relative market growth rate and share -- Gap analysis -- What is a marketing strategy? -- Pricing strategies -- Action plans -- Summary -- Distribution, promotion and budgets -- The distribution plan -- The advertising and promotions plan -- Costs and budgets -- Budgeting the cost of a marketing plan -- Summary -- Writing the plan -- Introduction -- Executive summary -- Situation analysis -- Marketing objectives -- Marketing strategies -- Schedules of what/where/how -- Sales promotion -- Budgets and the profit and loss account -- Controls and update procedures -- Summary -- Presenting the plan, follow-up and revision -- Presenting the plan -- Follow-up and revision -- Conclusion -- Appendix / marketing plan for the UK market.

Electronic reproduction. Ann Arbor, MI : ProQuest, 2016. Available via World Wide Web. Access may be limited to ProQuest affiliated libraries.

Nat. Bib. No.: GBA646361bnb

UkSubjects--Topical Terms:

568118
Marketing
--Management.Index Terms--Genre/Form:

554714
Electronic books.

LC Class. No.: HF5415.13 / .W48 2006

Dewey Class. No.: 658.8/02

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