How to write a marketing plan:
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Elektronisch E-Book |
| Sprache: | English |
| Veröffentlicht: |
London
Kogan Page
2013
|
| Ausgabe: | Fourth edition |
| Schriftenreihe: | Creating success
|
| Schlagworte: | |
| Online-Zugang: | BSB01 TUM01 |
| Beschreibung: | 1 Online-Ressource (xii, 172 Seiten) |
| ISBN: | 9780749467135 0749467134 9780749467128 0749467126 |
Internformat
MARC
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| 245 | 1 | 0 | |a How to write a marketing plan |c John Westwood |
| 250 | |a Fourth edition | ||
| 264 | 1 | |a London |b Kogan Page |c 2013 | |
| 300 | |a 1 Online-Ressource (xii, 172 Seiten) | ||
| 336 | |b txt |2 rdacontent | ||
| 337 | |b c |2 rdamedia | ||
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| 490 | 0 | |a Creating success | |
| 505 | 8 | |a Preface; 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 | |
| 505 | 8 | |a The product portfolio relative 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 | |
| 505 | 8 | |a Customer service summary; 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 | |
| 505 | 8 | |a Presenting the plan Follow-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 | |
| 505 | 8 | |a How 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 | |
| 650 | 7 | |a BUSINESS & ECONOMICS / Green Business |2 bisacsh | |
| 650 | 7 | |a BUSINESS & ECONOMICS / Distribution |2 bisacsh | |
| 650 | 7 | |a BUSINESS & ECONOMICS / Marketing / General |2 bisacsh | |
| 650 | 7 | |a Marketing / Management |2 fast | |
| 650 | 4 | |a Wirtschaft | |
| 650 | 4 | |a Marketing |x Management | |
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Datensatz im Suchindex
| _version_ | 1804174954813456384 |
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| any_adam_object | |
| author | Westwood, John 1947- |
| author_GND | (DE-588)1011306735 |
| author_facet | Westwood, John 1947- |
| author_role | aut |
| author_sort | Westwood, John 1947- |
| author_variant | j w jw |
| building | Verbundindex |
| bvnumber | BV042740497 |
| collection | ZDB-38-EBR ZDB-4-NLEBK |
| contents | Preface; 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 The product portfolio relative 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 Customer service summary; 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 Presenting the plan Follow-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 How 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 |
| ctrlnum | (ZDB-4-NLEBK)522410 (ZDB-38-EBR)ebr10660015 (OCoLC)828792729 (DE-599)BVBBV042740497 |
| dewey-full | 658.8/02 658.802 658.8 |
| dewey-hundreds | 600 - Technology (Applied sciences) |
| dewey-ones | 658 - General management |
| dewey-raw | 658.8/02 658.802 658.8 |
| dewey-search | 658.8/02 658.802 658.8 |
| dewey-sort | 3658.8 12 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
| edition | Fourth edition |
| format | Electronic eBook |
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| id | DE-604.BV042740497 |
| illustrated | Not Illustrated |
| indexdate | 2024-07-10T07:08:36Z |
| institution | BVB |
| isbn | 9780749467135 0749467134 9780749467128 0749467126 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-028171369 |
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| owner_facet | DE-91 DE-BY-TUM DE-12 |
| physical | 1 Online-Ressource (xii, 172 Seiten) |
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| publishDate | 2013 |
| publishDateSearch | 2013 |
| publishDateSort | 2013 |
| publisher | Kogan Page |
| record_format | marc |
| series2 | Creating success |
| spelling | Westwood, John 1947- Verfasser (DE-588)1011306735 aut How to write a marketing plan John Westwood Fourth edition London Kogan Page 2013 1 Online-Ressource (xii, 172 Seiten) txt rdacontent c rdamedia cr rdacarrier Creating success Preface; 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 The product portfolio relative 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 Customer service summary; 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 Presenting the plan Follow-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 How 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 BUSINESS & ECONOMICS / Green Business bisacsh BUSINESS & ECONOMICS / Distribution bisacsh BUSINESS & ECONOMICS / Marketing / General bisacsh Marketing / Management fast Wirtschaft Marketing Management Marketing (DE-588)4037589-4 gnd rswk-swf Strategische Planung (DE-588)4309237-8 gnd rswk-swf Marketingkonzept (DE-588)4120696-4 gnd rswk-swf Marketing (DE-588)4037589-4 s Marketingkonzept (DE-588)4120696-4 s Strategische Planung (DE-588)4309237-8 s 1\p DE-604 1\p cgwrk 20201028 DE-101 https://d-nb.info/provenance/plan#cgwrk |
| spellingShingle | Westwood, John 1947- How to write a marketing plan Preface; 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 The product portfolio relative 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 Customer service summary; 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 Presenting the plan Follow-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 How 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 BUSINESS & ECONOMICS / Green Business bisacsh BUSINESS & ECONOMICS / Distribution bisacsh BUSINESS & ECONOMICS / Marketing / General bisacsh Marketing / Management fast Wirtschaft Marketing Management Marketing (DE-588)4037589-4 gnd Strategische Planung (DE-588)4309237-8 gnd Marketingkonzept (DE-588)4120696-4 gnd |
| subject_GND | (DE-588)4037589-4 (DE-588)4309237-8 (DE-588)4120696-4 |
| title | How to write a marketing plan |
| title_auth | How to write a marketing plan |
| title_exact_search | How to write a marketing plan |
| title_full | How to write a marketing plan John Westwood |
| title_fullStr | How to write a marketing plan John Westwood |
| title_full_unstemmed | How to write a marketing plan John Westwood |
| title_short | How to write a marketing plan |
| title_sort | how to write a marketing plan |
| topic | BUSINESS & ECONOMICS / Green Business bisacsh BUSINESS & ECONOMICS / Distribution bisacsh BUSINESS & ECONOMICS / Marketing / General bisacsh Marketing / Management fast Wirtschaft Marketing Management Marketing (DE-588)4037589-4 gnd Strategische Planung (DE-588)4309237-8 gnd Marketingkonzept (DE-588)4120696-4 gnd |
| topic_facet | BUSINESS & ECONOMICS / Green Business BUSINESS & ECONOMICS / Distribution BUSINESS & ECONOMICS / Marketing / General Marketing / Management Wirtschaft Marketing Management Marketing Strategische Planung Marketingkonzept |
| work_keys_str_mv | AT westwoodjohn howtowriteamarketingplan |