자료유형  

 단행본

International Standard Book Number  

9780749467135 (electronic bk.)

International Standard Book Number  

0749467134 (electronic bk.)

International Standard Book Number  

9780749467128

International Standard Book Number  

0749467126

Library of Congress Call Number  

HF5415.13 .W48 2013eb

Dewey Decimal Classification Number  

658.8658.8/02658.802

Main Entry-Personal Name  

Westwood, John , 1947-

Edition Statement  

4th ed.

Publication, Distribution, etc. (Imprint  

London : Kogan Page, 2013

Physical Description  

1 online resource (xii, 180 pages).

Series Statement  

Creating success

Formatted Contents Note  

완전내용Preface; 01 Introduction; What is selling?; What is marketing?; What is marketing planning?; Stages in the preparation of a marketing plan; Summary; 02 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; Internal market research; What is market segmentation?; Information checklist; How to present the figures; Situation analysis; SWOT analysis; Summary; 03 Objectives; What is a marketing objective?; Basic types of product.

Formatted Contents Note  

완전내용The product portfolioRelative market growth rate and share; The market portfolio -- increasing available markets; Application selling; Exporting; Gap analysis; Summary; 04 Strategies and action plans; What is a marketing strategy?; Pricing strategies; Customer strategies; Customer relationship management (CRM); Key account management; Devising strategies; Action plans; Summary; 05 The Distribution plan; Marketing channels; Direct sales; distribution; Telemarketing; Taking your business online; E-mail/e-marketing; M-commerce; Direct mail; Physical distribution, warehousing and factory location.

Formatted Contents Note  

완전내용Customer serviceSummary; 06 The advertising and promotions plan; Personnel; Advertising and promotions; Advertising online; The increasing use of PR; Developing your social media strategy; Summary; 07 Costs and budgets; Profit and loss account; Budgeting the cost of a marketing plan; Summary; 08 Writing the plan; Introduction; Executive summary; Situation analysis; Marketing objectives; Marketing strategies; Schedule of what/where/how; Sales promotion; Budgets and the profit and loss account; Controls and update procedures; Summary; 09 Presenting the plan, follow-up and revision.

Formatted Contents Note  

완전내용Presenting the planFollow-up and revision; Summary; 10 Mini plans and quick plans; Product plans; Planning for a new product; Approaches for selected markets; Marketing plans for individual export markets; Summary; Appendix; Contents; 1. Introduction; 2. Executive summary; 3. Situation analysis; 4. Marketing objectives; 5. Marketing strategies; 6. Schedules; 7. Sales promotion; 8. Budgets and profit and loss account; 9. Controls and update procedures; Appendices.

Summary, Etc.  

요약How to Write a Marketing Plan, 4th edition, simplifies the task of developing a marketing plan for a product or business. Taking a step-by-step approach to the entire process, from carrying out a marketing audit, setting objectives and devising budgets, to writing and presenting the plan and finally, implementation. With a brand new chapter to help you produce mini-plans and seize new opportunities quickly, it is essential reading for anyone who wants to boost their business, sell products or services and learn the techniques of market research.

Subject Added Entry-Topical Term  

Marketing Management

Subject Added Entry-Topical Term  

BUSINESS & ECONOMICS Green Business.

Subject Added Entry-Topical Term  

BUSINESS & ECONOMICS Distribution.

Subject Added Entry-Topical Term  

BUSINESS & ECONOMICS Marketing General.

Additional Physical Form Entry  

Print versionWestwood, John, 1947- How to write a marketing plan. Fourth edition 9780749467128 (DLC) 2012045501 (OCoLC)820942413

Series Added Entry-Uniform Title  

Creating success.

Electronic Location and Access  

로그인을 한후 보실 수 있는 자료입니다.

Control Number  

joongbu:422645