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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.
How to Write a Marketing Plan includes advice on producing mini-plans and the most current information on email marketing, web usage, mobile commerce and social media. This 7th edition now features even more practical exercises, useful templates, and top tips to help you develop this all-important business skill. Including helpful chapter summaries and a detailed sample marketing plan, it is essential reading for anyone who wants to boost their product or business.
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Inhaltsverzeichnis
- Chapter - 01: Introduction;
- Chapter - 02: Situation analysis - The marketing audit;
- Chapter - 03: Objectives;
- Chapter - 04: Strategies and action plans;
- Chapter - 05: The distribution plan;
- Chapter - 06: The advertising and promotions plan;
- Chapter - 07: Costs and budgets;
- Chapter - 08: Writing the plan;
- Chapter - 09: Presenting the plan, follow-up and revision;
- Chapter - 10: Mini-plans and quick plans;
- Chapter - 11: Appendix - Marketing plan for the UK market
Über den Autor / die Autorin
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.
