TY  - BOOK
AU  - Westwood,John
TI  - How to write a marketing plan
T2  - Creating success
SN  - 0749445548
AV  - HF5415.13 .W48 2006
U1  - 658.8/02 22
PY  - 2006///
CY  - London, Philadelphia
PB  - Kogan Page
KW  - Marketing
KW  - Management
N1  - Includes bibliographical references (p. [126]-129); Introduction -- What is selling? -- What is marketing? -- What is marketing planning? -- Stages in the preparation of a marketing plan -- Summary -- Situation analysis / the marketing audit -- The audit of the marketing environment -- The audit of marketing activity -- The audit of the marketing system -- The marketing environment / market research -- Practical example -- Internal market research -- What is market segmentation? -- Information checklist -- How to present the figures -- Situation analysis -- Swot analysis -- Summary -- Objectives, strategies and action plans -- What is a marketing objective? -- The product portfolio -- Relative market growth rate and share -- Gap analysis -- What is a marketing strategy? -- Pricing strategies -- Action plans -- Summary -- Distribution, promotion and budgets -- The distribution plan -- The advertising and promotions plan -- Costs and budgets -- Budgeting the cost of a marketing plan -- Summary -- Writing the plan -- Introduction -- Executive summary -- Situation analysis -- Marketing objectives -- Marketing strategies -- Schedules of what/where/how -- Sales promotion -- Budgets and the profit and loss account -- Controls and update procedures -- Summary -- Presenting the plan, follow-up and revision -- Presenting the plan -- Follow-up and revision -- Conclusion -- Appendix / marketing plan for the UK market
UR  - http://www.loc.gov/catdir/toc/ecip0612/2006012388.html
UR  - http://www.loc.gov/catdir/enhancements/fy0728/2006012388-d.html
UR  - http://www.loc.gov/catdir/enhancements/fy0912/2006012388-b.html
ER  -