How to Write a Marketing Plan
Kaup valmöguleikar
Öflug markaðsáætlun getur breytt góðri hugmynd í varanlegan árangur. How to Write a Marketing Plan leiðir þig skref fyrir skref í gegnum gerð skýrrar, árangursríkrar og markmiðamiðaðrar áætlunar. Þú lærir að framkvæma markaðsúttekt, setja markmið, stýra fjárhagsáætlunum og móta herferðir sem skila mælanlegum árangri. Einnig kynnistu því hvernig nýta má stafræn verkfæri, allt frá tölvupósti og samfélagsmiðlum til markaðssetningar í fartækjum og vefgreiningar, til að ná til rétta markhópsins á réttum tíma.
A strong marketing plan can turn a great idea into lasting success. How to Write a Marketing Plan is your step-by-step guide to creating a clear, effective and results-driven plan. Learn how to carry out a marketing audit, set objectives, manage budgets and build campaigns that deliver measurable impact. You'll also discover how to use digital tools, from email and social media to mobile marketing and web analytics, to reach the right audience at the right time.
Nánar um bókina
- Kogan Page
- 9781398619845
- 9781398619739
- ePub
- 8
- John Westwood
- English
- 2025-05-03
- 100
- 10
- 10
Kaflar
- Cover: How to Write a Marketing Plan
- How to Write a Marketing Plan
- Creating Success Series
- Title Page
- Dedication
- Table of Contents
- List of figures
- List of tables
- Preface
- 01 Introduction
- What is selling?
- What is marketing?
- What is marketing planning?
- Stages in the preparation of a marketing plan
- 02 Situation analysis – the marketing audit
- The audit of the marketing environment
- The audit of marketing activity
- The audit of the marketing system
- The marketing environment – market research
- Internal market research
- What is market segmentation?
- Information checklist
- How to present the figures
- Situation analysis
- SWOT analysis
- 03 Objectives
- What is a marketing objective?
- Basic types of product
- The product portfolio
- Relative market growth rate and share
- The market portfolio – increasing available markets
- Application selling
- Exporting
- Gap analysis
- 04 Strategies and action plans
- What is a marketing strategy?
- Pricing strategies
- Customer strategies
- Customer relationship management
- Key account management
- Devising strategies
- Action plans
- 05 The distribution plan
- Marketing channels
- Direct sales
- AI in retail sales
- Distribution
- Telemarketing
- Taking your business online
- Email/e-marketing
- M-commerce
- Direct mail
- Physical distribution, warehousing and factory location
- AI in distribution
- Customer service
- 06 The advertising and promotions plan
- Personnel
- Advertising and promotions
- Advertising online
- The use of AI in advertising
- The increasing use of PR
- Developing your social media strategy
- 07 Costs and budgets
- Profit and loss account
- Budgeting the cost of a marketing plan
- 08 Writing the plan
- Introduction
- Executive summary
- Situation analysis
- Marketing objectives
- Marketing strategies
- Schedule of what/where/how
- Sales promotion
- Budgets and the profit and loss account
- Controls and update procedures
- 09 Presenting the plan, follow-up and revision
- Presenting the plan
- Follow-up and revision
- 10 Mini-plans and quick plans
- Product plans
- Planning for a new product
- Approaches for selected markets
- Marketing plans for individual export markets
- Appendix: Marketing plan for the UK market
- Copyright Page