The Marketing Plan: A Step-by-step GuideKogan Page Publishers, 2002 - 218 páginas A well-devised marketing plan, the focus for all marketing aims, proposals and activities, can improve a company's performance. This new edition clarifies the complexities faced by those responsible for compiling a plan and sets out clear guidelines on how to go about this task. |
Conteúdo
Introduction | 1 |
The structure of the plan | 19 |
The groundwork market intelligence | 29 |
Historical data collecting and analysing information | 57 |
Summary | 71 |
SWOT analysis | 78 |
Summary | 90 |
How can projections for future sales be made more | 103 |
7 | 112 |
8 | 131 |
9 | 155 |
Budgets and income statements | 173 |
Writing and communicating the marketing plan | 191 |
Useful Web sites | 209 |
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Termos e frases comuns
Absorption costing achieve action plans advertising and promotions break-even carrying Cash cows cent channels chocolate company marketing plan company's competition COMPETITOR ANALYSIS competitors consider consumer countries database detail distribution distributor export fixed costs gross profit implementation important increase sales involves Japan key products key sales areas Kogan loss account major manufacturer Marginal costing market research market segments marketing mix marketing objectives marketing planning process marketing strategies matrix NAFTA normally number of units order intake PIN group potential customers prepared present product portfolio profit and loss programmes purchase questionnaire relate relative market share sales and marketing sales figures sales forecast sales organization sales personnel sales promotion sales turnover salesforce sample sector shown in Figure shows situation analysis sold strategic markets strengths and weaknesses SWOT analysis tactics telemarketing trade trading blocs types variable costs Wispa written plan