The Marketing plan : a practitioner's guide.

By: Westwood, JohnMaterial type: TextTextPublication details: New Delhi : Kogan page, 1999Edition: 2nd EditionDescription: 224 pISBN: 9788175540927 ; 8175540923Subject(s): Marketing -- ManagementDDC classification: 658.8
Contents:
1. What is a marketing plan and why do you need one?-- 2. The Structure of the plan.-- 3. The Groundwork - market intelligence.-- 4. Historical Data - Collecting and analysing information about your own company and products.-- 5. Situation analysis - strengths and weaknesses - How do you compare with the competition?-- 6. Marketing objectives - the aims of the plan.-- 7. Marketing strategies, Tactics and Action plans.-- 8. The Distribution, Advertising and Promotion plans.-- 9. Sales Areas - Different Approaches for Different Markets.-- 10. Budgets and income statements.-- 11. Writing and communicating the marketing plan.
Summary: A step-by-step guide to the preparation and presentation of every type of marketing plan. The basic structures of the different types of marketing plan are outlined and guidance is given on the approaches and applications necessary for different industry sectors and overseas markets.
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Holdings
Item type Current library Collection Call number Status Date due Barcode Item holds
Reference Books Reference Books Main Library
Reference 		Reference 658.8 WES (Browse shelf(Opens below)) Available 006426
Total holds: 0

Including Bibliography & Index.

1. What is a marketing plan and why do you need one?--
2. The Structure of the plan.--
3. The Groundwork - market intelligence.--
4. Historical Data - Collecting and analysing information about your own company and products.--
5. Situation analysis - strengths and weaknesses - How do you compare with the competition?--
6. Marketing objectives - the aims of the plan.--
7. Marketing strategies, Tactics and Action plans.--
8. The Distribution, Advertising and Promotion plans.--
9. Sales Areas - Different Approaches for Different Markets.--
10. Budgets and income statements.--
11. Writing and communicating the marketing plan.

A step-by-step guide to the preparation and presentation of every type of marketing plan. The basic structures of the different types of marketing plan are outlined and guidance is given on the approaches and applications necessary for different industry sectors and overseas markets.

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