TY  - BOOK
AU  - Westwood, John.
TI  - The Marketing plan : a practitioner's guide
SN  - 9788175540927 
U1  - 658.8 
PY  - 1999///
CY  - New Delhi : 
PB  - Kogan page, 
KW  - Marketing -- Management
N1  - 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
N2  - 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
ER  -