The Marketing Plan Workbook
By (author) John Westwood
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Marketing Plan Workbook by John Westwood
Book DescriptionPlanning is one of the most important roles of management, and a company's marketing plan is a key input to their business strategy. It should identify the most promising business opportunities and outline how to penetrate, capture and maintain positions in identified markets. Yet many books on marketing plans are overly academic, long on theory and short on examples. "The Marketing Planning Workbook" is an antidote to that approach. Highly practical and only including as much theory as is necessary, it will help anyone to understand the principles of marketing planning so that they can assemble any type of plan. The whole planning process is dealt with step by step, using models of six small businesses in a range of industries. Topics covered include: what is a marketing plan, the marketing audit, setting marketing objectives, devising marketing strategies, distribution, advertising, sales promotion, planning for a new product, developing new sales areas, budgets, income statements, and writing and presenting a plan. Small businesses do not have surplus people to do their marketing planning. This book will enable busy people to prepare marketing plans in a time-effective manner.
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Book DetailsISBN: 9780749441784
(240mm x 170mm x 20mm)
Imprint: Kogan Page Ltd
Publisher: Kogan Page Ltd
Publish Date: 3-Mar-2005
Country of Publication: United Kingdom
Books By Author John Westwood
How to Write a Marketing Plan, Paperback (September 2016)
Is a step-by-step guide to researching and writing a marketing plan and uses the development of a plan for a fictitious company to help explain the process.
How to Get Started in Export, Paperback (June 2012)
From choosing the best markets for your products and making the most of the range of services available to working with agents and distributors and the need to comply with regulations at home and abroad, this title explains the different angles to consider and how to make the best possible start in exports.
Building Your Business Through Export, Paperback (May 2012)
Suitable for exporters, this title explains how to navigate the risks, build an understanding of potential target markets and make the most of the services many governments make available to their exporters as you develop and implement your export strategy.
Marketing Your Business, Paperback (March 2011)» View all books by John Westwood
Covers various aspects of marketing to develop a strategy and increase profit, including advice on how to carry out market research in the digital age and how to use the resulting information to develop specific objectives and strategies. This title explains how to use the internet, set up websites and online shops.
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Author Biography - John Westwood
John Westwood has spent all his working life in sales and marketing. He has held a wide variety of senior sales and marketing positions, and is currently European Sales & Marketing Director of the Tuthill Process Group. He is also the author of 30 Minutes to Write a Marketing Plan, How to Write a Marketing Plan and The Marketing Plan, (all published by Kogan Page).
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