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How to Write a Marketing Plan 5th Revised edition [Pehme köide]

  • Formaat: Paperback, 192 pages, kõrgus x laius x paksus: 220x140x7 mm, kaal: 250 g, black & white illustrations
  • Sari: Creating Success
  • Ilmumisaeg: 03-Sep-2016
  • Kirjastus: Kogan Page Ltd
  • ISBN-10: 0749475714
  • ISBN-13: 9780749475710
Teised raamatud teemal:
  • Formaat: Paperback, 192 pages, kõrgus x laius x paksus: 220x140x7 mm, kaal: 250 g, black & white illustrations
  • Sari: Creating Success
  • Ilmumisaeg: 03-Sep-2016
  • Kirjastus: Kogan Page Ltd
  • ISBN-10: 0749475714
  • ISBN-13: 9780749475710
Teised raamatud teemal:
How to Write a Marketing Plan provides a step-by-step guide to creating a successful marketing plan: from carrying out a marketing audit, setting objectives and devising budgets to writing, presenting and implementing the plan. With brand new content on producing mini-plans and seizing new opportunities quickly, it also contains the most current information on email marketing, web usage, mobile commerce and social media. Including helpful chapter summaries and a detailed sample marketing plan, How to Write a Marketing Plan is essential reading for anyone who wants to boost their product or business. The creating success series of books... With over one million copies sold, the hugely popular Creating Success series covers a wide variety of topics and is written by an expert team of internationally best-selling authors and business experts. This indispensable business skills collection is packed with new features, practical content and inspiring guidance for readers across all stages of their careers.
Preface xi
1 Introduction
1(12)
What is selling?
4(1)
What is marketing?
4(2)
What is marketing planning?
6(1)
Stages in the preparation of a marketing plan
7(6)
2 Situation analysis -- the marketing audit
13(22)
The audit of the marketing environment
13(1)
The audit of marketing activity
13(1)
The audit of the marketing system
14(1)
The marketing environment -- market research
14(6)
Internal market research
20(1)
What is market segmentation
21(1)
Information checklist
22(2)
How to present the figures
24(4)
Situation analysis
28(1)
SWOT analysis
29(6)
3 Objectives
35(20)
What is a marketing objective
35(2)
Basic types of product
37(2)
The product portfolio
39(3)
Relative market growth rate and share
42(4)
The market portfolio -- increasing available markets
46(1)
Application selling
46(3)
Exporting
49(2)
Gap analysis
51(4)
4 Strategies and action plans
55(18)
What is a marketing strategy
55(2)
Pricing strategies
57(1)
Customer strategies
57(1)
Customer relationship management
57(2)
Key account management
59(1)
Devising strategies
60(9)
Action plans
69(4)
5 The distribution plan
73(18)
Marketing channels
73(2)
Direct sales
75(1)
Distribution
75(6)
Telemarketing
81(1)
Taking your business online
82(2)
E-mail/e-marketing
84(1)
M-commerce
85(1)
Direct mail
85(1)
Physical distribution, warehousing and factory location
86(1)
Customer service
86(5)
6 The advertising and promotions plan
91(14)
Personnel
91(3)
Advertising and promotions
94(1)
Advertising online
94(4)
The increasing the use of PR
98(1)
Developing your social media strategy
99(6)
7 Costs and budgets
105(10)
Profit and loss account
105(3)
Budgeting the cost of a marketing plan
108(7)
8 Writing the plan
115(24)
Introduction
117(1)
Executive summary
117(2)
Situation analysis
119(10)
Marketing objectives
129(1)
Marketing strategies
130(2)
Schedule of what/where/how
132(2)
Sales promotion
134(1)
Budgets and the profit and loss account
134(2)
Controls and update procedures
136(3)
9 Presenting the plan, follow-up and revision
139(10)
Presenting the plan
140(6)
Follow-up and revision
146(3)
10 Mini-plans and quick plans
149(12)
Product plans
149(3)
Planning for a new product
152(1)
Approaches for selected markets
153(1)
Marketing plans for individual export markets
154(7)
Appendix: Marketing plan for the UK market 161
John Westwood has held a wide variety of senior sales and marketing positions and is currently an independent marketing consultant. He is the author of The Marketing Plan, 30 Minutes to Write a Marketing Plan, The Marketing Plan Workbook and Marketing Your Business, all published by Kogan Page.

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