Gain essential marketing skills with this step-by-step guide to improving your ability to research and write a marketing plan, carry out marketing audits and set cost-effective budgets.

A step-by-step guide to creating a successful marketing plan: from carrying out a marketing audit, setting objectives and devising budgets to writing, presenting and implementing the plan. How to Write a Marketing Plan includes advice on producing mini-plans and the most current information on email marketing, web usage, mobile commerce and social media. This 8th edition now features even more practical exercises, useful templates, and top tips to help you develop this all-important business skill. Including helpful chapter summaries and a detailed sample marketing plan, it is essential reading for anyone who wants to boost their product or business. The Creating Success series of books... Unlock vital skills, power up your performance and get ahead with the bestselling Creating Success series. Written by experts for new and aspiring managers and leaders, this million-selling collection of accessible and empowering guides will get you up to speed in no time. Packed with clever thinking, smart advice and the kind of winning techniques that really get results, you'll make fast progress, quickly reach your goals and create lasting success in your career.

Is part of the bestselling Creating Success series, which has sold over 1.5 million copies and contains practical advice on essential and value-adding work skills to help you develop your career

Autorentext
John Westwood has held a wide variety of senior sales and marketing positions and is currently the sales and marketing director of a company in a major multinational group. He is the author of The Marketing Plan, 30 Minutes to Write a Marketing Plan, The Marketing Plan Workbook and Marketing Your Business, all published by Kogan Page.

Klappentext

A strong marketing plan can turn a great idea into lasting success. How to Write a Marketing Plan is your step-by-step guide to creating a clear, effective and results-driven plan. Learn how to carry out a marketing audit, set objectives, manage budgets and build campaigns that deliver measurable impact. You'll also discover how to use digital tools, from email and social media to mobile marketing and web analytics, to reach the right audience at the right time. Written by leading marketing expert, John Westwood, this updated edition is packed with practical exercises, templates and top tips to help you present and implement your plan with confidence. Complete with summaries and a detailed sample plan, it's the essential guide for anyone who wants to boost their brand or business.

Inhalt

• Section - 01: Introduction;
• Section - 02: Situation analysis The marketing audit;
• Section - 03: Objectives;
• Section - 04: Strategies and action plans;
• Section - 05: The distribution plan;
• Section - 06: The advertising and promotions plan;
• Section - 07: Costs and budgets;
• Section - 08: Writing the plan;
• Section - 09: Presenting the plan, follow-up and revision;
• Section - 10: Mini-plans and quick plans;
• Section - 11: Appendix Marketing plan for the UK market