AuthorWestwood, John, 1947-
TitleThe marketing plan : a step-by-step guide / John Westwood
Imprint London : Kogan Page, c2002
Edition 3rd ed
Descript v, 218 p. : ill. ; 23 cm

CONTENT

What is a marketing plan and why do you need one? -- The structure of the plan -- The groundwork - market intelligence -- Historical data - collecting and analysing information about your own company and products -- Situation analysis - strengths and weaknesses: how do you compare with the competition? -- Marketing objectives - the aims of the plan -- Marketing strategies, tactics and action plans -- The distribution, advertising and promotion plans -- Sales areas - different approaches for different markets -- Budgets and income statements -- Writing and communicating the marketing plan


SUBJECT

  1. Marketing -- Planning
  2. Marketing -- Management -- Handbooks
  3. manuals
  4. etc

LOCATIONCALL#STATUS
Sasin Library658.802 W538M 2002 CHECK SHELVES
Central Library (4th Floor)658.802 W538M CHECK SHELVES