02787nam a22003974a 4500 ebr10177071 CaPaEBR 20260707182616.0 m u cr cn||||||||| 060413s2006 enka sb 000 0 eng 2006012388 GBA646361 bnb 013464535 Uk 0749445548 9780749445546 CaPaEBR CaPaEBR (OCoLC)648258107 HF5415.13 .W48 2006eb 658.8/02 22 137769 109054 Westwood, John, 1947- 100003 How to write a marketing plan [electronic resource] / John Westwood. 3rd ed. London ; Philadelphia : Kogan Page, 2006. vi, 129 p. : ill. ; 22 cm. Creating success 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. Electronic reproduction. Palo Alto, Calif. : ebrary, 2009. Available via World Wide Web. Access may be limited to ebrary affiliated libraries. Marketing Management. 16051 Electronic books. local 190 ebrary, Inc. 191 Creating success. 154289 http://site.ebrary.com/lib/strathmore/Doc?id=10177071 An electronic book accessible through the World Wide Web; click to view 137769 109054