Marketing Plan: A Practitioners Guide: A Step-by-step Guide (Professional Paperbacks) - Softcover

WESTWOOD, John

Softcover

ISBN 10: 0749437480 ISBN 13: 9780749437480

Publisher: Kogan Page, 2002

Synopsis

Revised to include market research methods, presentation software and approaches to the key trading areas of Europe, North America and the Asia-Pacific, this practical guide, Marketing Plans, takes readers step-by-step through the marketing planning process to the preparation of all types of marketing plans.

About this title

About the Author

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. 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.

Excerpt. © Reprinted by permission. All rights reserved.

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

Edition details

• Publisher: Kogan Page
• Publication date: 2002
• Language: English
• ISBN 10: 0749437480
• ISBN 13: 9780749437480
• Binding: Paperback
• Edition number: 3
• Number of pages: 224