A hands-on guide to creating a complete, professional marketing plan for any business. "A 'must-have' educational resource for marketing students, and a valuable refresher course for working professionals," says Internet Bookwatch.
Well-written marketing plans are based on solid strategy. They identify the most promising business opportunities, provide a coordinated action plan and illustrate how to maintain position in identified markets. This book teaches you all that and more and puts it in an easy to understand way.
John Westwood uses a real marketing plan to walk readers through each step of developing and writing their own plan. With a practical approach, this comprehensive workbook covers each essential step, including: Carrying out a marketing audit; Setting objectives and the strategies to achieve them; Devising budgets; and Writing and implementing the plan.