The Marketing Plan: A Step-by-step Guide

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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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Conteúdo

Introduction
1
The structure of the plan
19
The structure of different types of plan
25
Methods of obtaining data for market research
32
Types of data
43
How to plan your marketing research
52
What is market segmentation?
58
The plan for the home market
66
Marketing objectivesthe aims of the plan
91
accurate?
103
Marketing strategies tactics and action plans
112
The distribution advertising and promotion plans
131
Sales areas different approaches for different
155
Budgets and income statements
173
Writing and communicating the marketing plan
191
Useful Web sites
209

how
73

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Sobre o autor (2002)

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.

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