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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.

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Book Details

ISBN: 9780749437480
ISBN-10: 0749437480
Format: Paperback
(233mm x 153mm x 17mm)
Pages: 224
Imprint: Kogan Page Ltd
Publisher: Kogan Page Ltd
Publish Date: 14-Feb-2002
Country of Publication: United Kingdom


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Author Biography - John Westwood

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.

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