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How to Write a Marketing Plan, 5th Edition

Book Description

Is a step-by-step guide to researching and writing a marketing plan and uses the development of a plan for a fictitious company to help explain the process.

Table of Contents

  1. Cover
  2. Title Page
  3. Dedication
  4. Contents
  5. Preface
  6. 1    Introduction
    1. What is selling?
    2. What is marketing?
    3. What is marketing planning?
    4. Stages in the preparation of a marketing plan
  7. 2    Situation analysis – the marketing audit
    1. The audit of the marketing environment
    2. The audit of marketing activity
    3. The audit of the marketing system
    4. The marketing environment – market research
    5. Internal market research
    6. What is market segmentation
    7. Information checklist
    8. How to present the figures
    9. Situation analysis
    10. SWOT analysis
  8. 3    Objectives
    1. What is a marketing objective
    2. Basic types of product
    3. The product portfolio
    4. Relative market growth rate and share
    5. The market portfolio – increasing available markets
    6. Application selling
    7. Exporting
    8. Gap analysis
  9. 4    Strategies and action plans
    1. What is a marketing strategy
    2. Pricing strategies
    3. Customer strategies
    4. Customer relationship management
    5. Key account management
    6. Devising strategies
    7. Action plans
  10. 5    The distribution plan
    1. Marketing channels
    2. Direct sales
    3. Distribution
    4. Telemarketing
    5. Taking your business online
    6. E-mail/e-marketing
    7. M-commerce
    8. Direct mail
    9. Physical distribution, warehousing and factory location
    10. Customer service
  11. 6    The advertising and promotions plan
    1. Personnel
    2. Advertising and promotions
    3. Advertising online
    4. The increasing the use of PR
    5. Developing your social media strategy
  12. 7    Costs and budgets
    1. Profit and loss account
    2. Budgeting the cost of a marketing plan
  13. 8    Writing the plan
    1. Introduction
    2. Executive summary
    3. Situation analysis
    4. Marketing objectives
    5. Marketing strategies
    6. Schedule of what/where/how
    7. Sales promotion
    8. Budgets and the profit and loss account
    9. Controls and update procedures
  14. 9    Presenting the plan, follow-up and revision
    1. Presenting the plan
    2. Follow-up and revision
  15. 10    Mini-plans and quick plans
    1. Product plans
    2. Planning for a new product
    3. Approaches for selected markets
    4. Marketing plans for individual export markets
  16. Appendix: Marketing plan for the UK market
  17. Copyright