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
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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
