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.
OBNB doesn't sell books, but you may be able to find a copy at one of these websites:
How to write a marketing plan by John Westwood. ISBN 0749445548. Published by Kogan Page in 2006. Publication and catalogue information, links to buy online and reader comments.
