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How to write a marketing plan [electronic resource] /
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| 자료유형 | E-Book |
|---|---|
| 개인저자 | Westwood, John, 1947- |
| 서명/저자사항 | How to write a marketing plan[electronic resource] /John Westwood. |
| 판사항 | 4th ed. |
| 발행사항 | London ; Philadelphia, PA : Kogan Page, 2013. |
| 형태사항 | 1 online resource (xii, 180 pages). |
| 총서사항 | Creating success |
| ISBN | 9780749467135 (electronic bk.) 0749467134 (electronic bk.) |
| 내용주기 | Preface; 01 Introduction; What is selling?; What is marketing?; What is marketing planning?; Stages in the preparation of a marketing plan; Summary; 02 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; Internal market research; What is market segmentation?; Information checklist; How to present the figures; Situation analysis; SWOT analysis; Summary; 03 Objectives; What is a marketing objective?; Basic types of product. The product portfolioRelative market growth rate and share; The market portfolio -- increasing available markets; Application selling; Exporting; Gap analysis; Summary; 04 Strategies and action plans; What is a marketing strategy?; Pricing strategies; Customer strategies; Customer relationship management (CRM); Key account management; Devising strategies; Action plans; Summary; 05 The Distribution plan; Marketing channels; Direct sales; distribution; Telemarketing; Taking your business online; E-mail/e-marketing; M-commerce; Direct mail; Physical distribution, warehousing and factory location. Customer serviceSummary; 06 The advertising and promotions plan; Personnel; Advertising and promotions; Advertising online; The increasing use of PR; Developing your social media strategy; Summary; 07 Costs and budgets; Profit and loss account; Budgeting the cost of a marketing plan; Summary; 08 Writing the plan; Introduction; Executive summary; Situation analysis; Marketing objectives; Marketing strategies; Schedule of what/where/how; Sales promotion; Budgets and the profit and loss account; Controls and update procedures; Summary; 09 Presenting the plan, follow-up and revision. Presenting the planFollow-up and revision; Summary; 10 Mini plans and quick plans; Product plans; Planning for a new product; Approaches for selected markets; Marketing plans for individual export markets; Summary; Appendix; Contents; 1. Introduction; 2. Executive summary; 3. Situation analysis; 4. Marketing objectives; 5. Marketing strategies; 6. Schedules; 7. Sales promotion; 8. Budgets and profit and loss account; 9. Controls and update procedures; Appendices. |
| 요약 | How to Write a Marketing Plan, 4th edition, simplifies the task of developing a marketing plan for a product or business. Taking a step-by-step approach to the entire process, from carrying out a marketing audit, setting objectives and devising budgets, to writing and presenting the plan and finally, implementation. With a brand new chapter to help you produce mini-plans and seize new opportunities quickly, it is essential reading for anyone who wants to boost their business, sell products or services and learn the techniques of market research. |
| 일반주제명 | Marketing -- Management. BUSINESS & ECONOMICS -- Green Business. BUSINESS & ECONOMICS -- Distribution. BUSINESS & ECONOMICS -- Marketing -- General. |
| 언어 | 영어 |
| 기타형태 저록 | Print version:Westwood, John, 1947-How to write a marketing plan.Fourth edition9780749467128 |
| 대출바로가기 | http://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&db=nlabk&AN=522410 |
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