E-Book Overview
How to Write a Marketing Plan provides 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. With brand new content on producing mini-plans and seizing new opportunities quickly, it also contains the most current information on email marketing, web usage, mobile commerce and social media. Including helpful chapter summaries and a detailed sample marketing plan, How to Write a Marketing Plan is essential reading for anyone who wants to boost their product or business. The creating success series of books ... With over one million copies sold, the hugely popular Creating Success series covers a wide variety of topics and is written by an expert team of internationally best-selling authors and business experts. This indispensable business skills collection is packed with new features, practical content and inspiring guidance for readers across all stages of their careers.
E-Book Content
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creating success
How to Write a Marketing Plan
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CREATING SUCCESS With over 1 million copies sold in over 30 languages, the Creating Success series covers 13 key skills and features bestselling authors Michael Armstrong and John Adair.
creating success OV
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creating success
How to Write a Marketing Plan
John Westwood
iv Publisher’s note Every possible effort has been made to ensure that the information contained in this book is accurate at the time of going to press, and the publishers and authors cannot accept responsibility for any errors or omissions, however caused. No responsibility for loss or damage occasioned to any person acting, or refraining from action, as a result of the material in this publication can be accepted by the editor, the publisher or the author.
First published in Great Britain and the United States in 1996 by Kogan Page Limited Second edition 2000 Third edition 2006 Fourth edition 2013 Fifth edition 2016 Apart from any fair dealing for the purposes of research or private study, or criticism or review, as permitted under the Copyright, Designs and Patents Act 1988, this publication may only be reproduced, stored or transmitted, in any form or by any means, with the prior permission in writing of the publishers, or in the case of reprographic reproduction in accordance with the terms and licences issued by the CLA. Enquiries concerning reproduction outside these terms should be sent to the publishers at the undermentioned addresses: 2nd Floor, 45 Gee Street 1518 Walnut Street, Suite 900 London Philadelphia PA 19102 EC1V 3RS USA United Kingdom
4737/23 Ansari Road Daryaganj New Delhi 110002 India
© John Westwood, 1996, 2000, 2006, 2013, 2016 The right of John Westwood to be identified as the author of this work has been asserted by him in accordance with the Copyright, Designs and Patents Act 1988. ISBN E-ISBN
978 0 7494 7571 0 978 0 7494 7572 7
British Library Cataloguing-in-Publication Data A CIP record for this book is available from the British Library. Library of Congress Cataloging-in-Publication Data Names: Westwood, John, 1947- author. Title: How to write a marketing plan / John Westwood. Description: Fifth Edition. | Philadelphia, PA : Kogan Page, 2016. | Series: Creating success | Revised edition of the author’s How to write a marketing plan, 2013. Identifiers: LCCN 2016025649 (print) | LCCN 2016033067 (ebook) | ISBN 9780749475710 (paperback) | ISBN 9780749475727 (eISBN) | ISBN 9780749475727 (ebook) Subjects: LCSH: Marketing–Management. | BISAC: BUSINESS & ECONOMICS / Careers / General. | BUSINESS & ECONOMIC