Table of contents for How to write a marketing plan / John Westwood.

Bibliographic record and links to related information available from the Library of Congress catalog.

Note: Contents data are machine generated based on pre-publication provided by the publisher. Contents may have variations from the printed book or be incomplete or contain other coding.


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Contents 
Preface 0 
1. Introduction 0 
What is selling? 0 
What is marketing? 0
What is marketing planning? 0 
Stages in the preparation of a marketing plan 
0; Summary 00 
2. Situation analysis / the marketing audit 00
 The audit of the marketing environment 00 
The audit of marketing activity 00 
The audit of the marketing system 00 
The marketing environment / market research 00 
Practical example 00
Internal market research 00
What is market segmentation? 00 
Information checklist 00 
How to present the figures 00 
Situation analysis 00 
SWOT analysis 00
Summary 00 
3. Objectives, strategies and action plans 00 
What is a marketing objective? 00 
The product portfolio 00 
Relative market growth rate and share 00 
Gap analysis 00 
What is a marketing strategy? 00 
Pricing strategies 00 
Action plans 00 
Summary 00 
4. Distribution, promotion and budgets 00 
The distribution plan 00 
The advertising and promotions plan 00 
Costs and budgets 00 
Budgeting the cost of a marketing plan 00 
Summary 00 
5. Writing the plan 00 
Introduction 00 
Executive summary 00 
Situation analysis 00 
Marketing objectives 00 
Marketing strategies 00 
Schedules of what/where/how 00 
Sales promotion 00 
Budgets and the profit and loss account 00 
Controls and update procedures 00 
Summary 00 
6. Presenting the plan, follow-up and revision 00 
Presenting the plan 00 
Follow-up and revision 000 
Conclusion 000 
Appendix / marketing plan for the UK market 

Library of Congress Subject Headings for this publication:

Marketing -- Management.