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How to write a marketing plan- [electronic resource]
How to write a marketing plan- [electronic resource]
상세정보
- 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
MARC
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■5050 ▼aPreface; 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.
■5058 ▼aThe 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.
■5058 ▼aCustomer 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.
■5058 ▼aPresenting 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.
■520 ▼aHow 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.
■588 ▼aDescription based on print version record.
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■650 7▼aBUSINESS & ECONOMICS▼xDistribution.▼2bisacsh
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■830 0▼aCreating success.
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