| Description |
v, 218 pages : illustrations ; 24 cm |
| Series |
Professional paperbacks |
|
Professional paperback series.
|
| Contents |
1. What is a marketing plan and why do you need one? -- 2. The structure of the plan -- 3. The groundwork: market intelligence -- 4. Historical data: collecting and analysing information about your own company and products -- 5. Situation analysis: strengths and weaknesses: how do you compare with the competition? -- 6. Marketing objectives: the aims of the plan -- 7. Marketing strategies, tactics and action plans -- 8. The distribution, advertising and promotion plans --9. Sales areas: different approaches for different markets -- 10. Budgets and income statements -- 11. Writing and communicating the marketing plan |
| Summary |
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. Fully revised and updated, this third edition includes the latest market-research methods, presentational software and approaches to the key areas of Europe, North America and Asia Pacific. This practical guide will take you step by step through the marketing planning process to the preparation of all types of marketing plans |
| Notes |
Previous ed.: 1996 |
| Bibliography |
Includes bibliographical references and index |
| Subject |
Child witnesses -- Scotland.
|
|
Marketing -- Management.
|
|
Marketing -- Planning.
|
| Author |
Woolfson, Richard.
|
|
Scotland. Scottish Executive. Central Research Unit
|
| LC no. |
00002317 |
| ISBN |
0749437480 paperback |
|
