The Marketing Plan: A Step-by-step Guide
Kogan 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.
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The structure of the plan
The structure of different types of plan
Methods of obtaining data for market research
Types of data
How to plan your marketing research
What is market segmentation?
The plan for the home market
Marketing objectivesthe aims of the plan
Marketing strategies tactics and action plans
The distribution advertising and promotion plans
Sales areas different approaches for different
Budgets and income statements
Writing and communicating the marketing plan
Useful Web sites
Outras edições - Visualizar todos
Absorption costing achieve action plans advertising and promotions break-even budget carrying cash cow cent chocolate company marketing plan company's competition COMPETITOR ANALYSIS competitors consider consumer countries database detail distribution distributors expenses export fixed costs implementation important increase sales involves Japan key products key sales areas 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 overall company percent PIN group policies potential customers prepared present product portfolio profit and loss programmes purchase questionnaire relate sales and marketing sales figures 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 technique telemarketing trade trading blocs types variable costs Wispa written plan