Marketing Plan: A Practitioner's Guide

by JohnWestwood (Author)

• Used

  Hardcover
  1990

  $98.74

  A step-by-step guide to the preparation and presentation of every type of marketing plan. The basic structures of the different types of marketing plan are outlined and guidance is given on the approaches and applications necessary for different industry sectors and overseas markets. This book includes details on methods of researching the market, collecting, analyzing and presenting information, the use of information technology and simple computer techniques and the implications of 1992. It contains useful sample forms, questionnaires, document layouts and checklists, and will help all sales and marketing professionals to develop the strategies necessary to fulfil their marketing objectives.

• Used

  Paperback
  1998

  $4.38

  This fully revised and updated edition includes the latest market research methods, presentational software and approaches to the key areas of Europe, North America and Asia Pacific.

• New

  Paperback
  2002

  $128.42

  A well-devised marketing plan can improve a company's performance and should be the focus of all marketing aims, proposals and activities. This practical guide should clarify the complexities faced by those responsible for compiling a plan and sets out clear guidelines on how to go about this task. Containing market research methods, presentational software and approaches to the key areas of Europe, North America and Asia Pacific, this guide takes the reader step-by-step through the marketing planning process to the preparation of all types of marketing plans. Processes discussed are: the collection of company and product information; assessment of the competition; marketing strategies; promotion strategies; different approaches for different markets; and writing the marketing plan.