The Marketing Plan: A Step by Step Guide
John WestwoodISBN: 0749437480;
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 clarifies the complexities faced by those responsible for compiling a plan and sets out clear guidelines on how to go about this task. Full of the latest market research methods, presentational software and approaches to the key areas of Europe, North America, and Asia Pacific, this best-selling guide takes the reader step-by-step through the marketing planning process to the preparation of all types of marketing plans. Processes discussed in detail are: the collection of company and product information; assessment of the competition; marketing strategies; promotion strategies; different approaches for different markets; writing the marketing plan.
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