The Marketing Plan: A Practitioner's Guide

A well-devised marketing plan can improve a company's performance and should be the focus of all marketing aims, proposals and activities. This practical guide should clarify the complexities faced by those responsible for compiling a plan and sets out clear guidelines on how to go about this task. Containing market research methods, presentational software and approaches to the key areas of Europe, North America and Asia Pacific, this guide takes the reader step-by-step through the marketing planning process to the preparation of all types of marketing plans. Processes discussed are: the collection of company and product information; assessment of the competition; marketing strategies; promotion strategies; different approaches for different markets; and writing the marketing plan.

Review:

User-friendly and wholly understandable..this is a book which deals clearly with its subject matter and its refreshingly free from marketing jargon and buzz words. -- The Chemical Engineer
Author:
John Westwood
Format:
Paperback

Description

A well-devised marketing plan can improve a company's performance and should be the focus of all marketing aims, proposals and activities. This practical guide should clarify the complexities faced by those responsible for compiling a plan and sets out clear guidelines on how to go about this task. Containing market research methods, presentational software and approaches to the key areas of Europe, North America and Asia Pacific, this guide takes the reader step-by-step through the marketing planning process to the preparation of all types of marketing plans. Processes discussed are: the collection of company and product information; assessment of the competition; marketing strategies; promotion strategies; different approaches for different markets; and writing the marketing plan.

Review:

User-friendly and wholly understandable..this is a book which deals clearly with its subject matter and its refreshingly free from marketing jargon and buzz words. -- The Chemical Engineer

Product details

Author:
John Westwood
Subtitle:
A Practitioner's Guide
Publisher:
Kogan Page
Edition:
3rd edition
ISBN:
9780749437480
Series Title:
Professional Paperbacks
Audience:
Professional
Pages:
224
Width (mm):
160
Length (mm):
232
Additional Info:
John Westwood has held a wide variety of senior sales and marketing positions and is currently the sales and marketing director of a company in a major multinational group.
Table of Contents:
Introduction 1. What is a marketing plan and why do we need one? Traditional planning and strategic planning What is the difference between a marketing plan and a company's corporate plan? What is marketing and how does it differ from selling? What is marketing planning? What is a marketing plan? Why do you and your company need a marketing plan? Summary 2. The structure of the plan Stages in the preparation of a marketing plan The written plan The structure of different types of plan Summary 3. The groundwork - market intelligence Why is marketing research necessary? Methods of obtaining data for market research Types of data How to plan your marketing research Summary 4. Historical data - collecting and analysing information about your own company and products What is market segmentation? How to present the figures The plan for the home market What if it is a completely new product? Market performance The use of databases Summary 5. Situation analysis - strengths and weaknesses: how do you compare with the competition? Assumptions Sales Key sales areas SWOT analysis Key products Summary 6. Marketing objectives - the aims of the plan What is a marketing objective? The product portfolio How to set achievable marketing objectives How can projections for future sales be made more accurate? Increasing performance The presentation of the objectives Summary 7. Marketing strategies, tactics and action plans Types of strategy Devising strategies The component plans Summary 8. The distribution, advertising and promotion plans The distribution plan The advertising and promotions plan Summary 9. Sales areas - different approaches for different markets Basic types of products Approaches for selected markets Summary 10. Budgets and income statements The budgeting process Budgeting the cost of a marketing plan Other methods used to evaluate marketing plans Summary 11. Writing and communicating the marketing plan Table of contents Introduction Summary Situation analysis Marketing analysis Marketing strategies Schedule of what/where/how Sales promotion Budgets Profit and loss account Controls Update procedures Communicating the plan Summary Conclusion Useful Web sites Bibliography Further reading Index
Weight (g):
349

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