Author | Westwood, John, 1947- |
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Title | The marketing plan : a step-by-step guide / John Westwood |
Imprint | London : Kogan Page, c2002 |
Edition | 3rd ed |
Descript | v, 218 p. : ill. ; 23 cm |
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
LOCATION | CALL# | STATUS |
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Sasin Library | 658.802 W538M 2002 | CHECK SHELVES |
Central Library (4th Floor) | 658.802 W538M | CHECK SHELVES |
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