How to Prepare a Marketing Plan: A Guide to Reaching the Consumer Market
Marketing is today more a management style than a group of activities under a department head, and is absolutely central to the success of a company as a whole. This has informed the revisions to this fifth edition throughout. Most of the earlier content is retained in an updated form, but a new structure has been introduced and a section on implementation included for the first time. All aspects of the planning process are covered, from analysing market share and deciding marketing strategy, to specific elements of the marketing mix - campaign planning, media evaluation, sales promotion, publicity, packaging and PR. An especially valuable feature is the charts and forms, over 150 of them, which are used throughout to clearly illustrate the planning process.
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Introduction to Part One
Collecting marketing information
Segmenting the market and the customer audit
Analysing market shares
Appraising the competition
Introduction to Part Two
The product plan
Formulating the sales plan
ABC1 achieve action activities actual analysis Ansoff Matrix appropriate assess assets audit Average brand management budget campaign cash changes channels communications company's competitive competitors consumer cost centres costs customer service Date Prepared decisions demand detailed distribution effective ensure established expense factors Figure function GHTV GMTV Gross margin growth implementation incentive marketing increase Index industry investment manufacturer market segment market share MARKET SHARES ANALYSIS marketing manager marketing mix marketing objectives marketing plan marketing research marketing strategy measured monitor necessary operation opportunities organization outlets packaging penetration period possible potential Product group product life cycle proﬁt programme Public relations purchase ratios responsibility sales force sales performance Sales promotion sales revenue sales volume salesperson selling Source standards strength suppliers SWOT SWOT analysis tactics Television total market Trade trends unique selling proposition users variable