3 Review(s)

Planning is one of the most important roles of management, and a company’s marketing plan is a key component of business strategy. It should identify the most promising business opportunities and outline how to penetrate, capture and maintain market positions. The Marketing Plan Workbook is a highly practical guide to the principles and practice of marketing planning. Of particular value to the smaller business, it is full of checklists, exercises and activities, and will help you put together any type of marketing plan. The whole process is dealt with step by step, using examples of six small businesses in a range of industries. Marketing planning is as important for the small business as it is for the giant multinational, and this invaluable new book will help you to understand it and use it to grow your business. About The Author 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. Table of Contents What is marketing planning and how can it help a small business The marketing audit - internal The marketing audit - external The marketing audit -situation analysis Setting marketing objectives Devising marketing strategies Distribution, advertising and sales promotion Planning for a new product and developing new sales areas Budgets and income statements Writing and presenting your plan Appendix