How to write a marketing plan
著者
書誌事項
How to write a marketing plan
(Creating success)
Kogan Page, 2006
3rd ed
大学図書館所蔵 全1件
  青森
  岩手
  宮城
  秋田
  山形
  福島
  茨城
  栃木
  群馬
  埼玉
  千葉
  東京
  神奈川
  新潟
  富山
  石川
  福井
  山梨
  長野
  岐阜
  静岡
  愛知
  三重
  滋賀
  京都
  大阪
  兵庫
  奈良
  和歌山
  鳥取
  島根
  岡山
  広島
  山口
  徳島
  香川
  愛媛
  高知
  福岡
  佐賀
  長崎
  熊本
  大分
  宮崎
  鹿児島
  沖縄
  韓国
  中国
  タイ
  イギリス
  ドイツ
  スイス
  フランス
  ベルギー
  オランダ
  スウェーデン
  ノルウェー
  アメリカ
注記
HTTP:URL=http://www.loc.gov/catdir/toc/ecip0612/2006012388.html Information=Table of contents only
Bibliography: p. [126]-129
At head of title: The sunday times
内容説明・目次
内容説明
How to Write a Marketing Plan makes the task of writing a marketing plan much easier. This practical step-by-step guide details how to formulate a workable and successful plan.
Fully updated and packed with exercises to help the reader produce sections of their own marketing plan, this comprehensive workbook looks at 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
- 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
「Nielsen BookData」 より