How to write a marketing plan : the Sunday times
著者
書誌事項
How to write a marketing plan : the Sunday times
（The creating success series）
Kogan Page, 2000
2nd ed
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注記
Previous ed. published as: How to write a marketing plan. 1996
内容説明・目次
内容説明
A good marketing plan is at the core of every successful business, but it is often difficult to know how to take the first steps in creating a plan that is workable, achievable and can deliver the required results.
How to Write a Marketing Plan makes the arduous task of writing a marketing plan much easier. This practical step-by-step guide details each of the steps needed to formulate a workable and successful plan. Fully updated and packed with exercises to help you produce sections of your own marketing plan, this comprehensive workbook takes you through all the essential stages, including:
carrying out a marketing audit;
setting objectives and the strategies to achieve them;
devising budgets;
writing and implementing the plan
How to Write a Marketing Plan is ideal as an individual study guide for group marketing planning exercises, as well as being a useful resource for marketing courses.
目次
preface 1. introduction what is selling? what is marketing? what is marketing planning? stages in the preparation of a marketing plan summary 2. 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 3. 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 4. distribution, promotion and budgets the distribution plan the advertising and promotions plan costs and budgets budgeting the cost of a marketing plan summary 5. 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 6. presenting the plan, follow-up and revision presenting the plan follow-up and revision conclusion appendix - marketing plan for the UK market
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