How to Write a Marketing Plan

John Westwood has held a wide variety of senior sales and marketing positions and is currently the sales and marketing director of a company in a major multinational group. He is the author of 30 Minutes to Write a Marketing Plan (also Kogan Page).

1.introduction what is selling?; what is marketing?; what is marketing planning?; stages in the preparation of a marketing plan; summary 2.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; practical example; internal market research; what is market segmentation?; information checklist; how to present the figures; situation analysis; swot analysis; summary 3.objectives, strategies and action plans what is a marketing objective?; the product portfolio; relative market growth rate and share; gap analysis; what is a marketing strategy?; pricing strategies; action plans; summary 4. distribution, promotion and budgets the distribution plan; the advertising and promotions plan; costs and budgets; budgeting the cost of a marketing plan; summary 5.writing the plan introduction; executive summary; situation analysis; marketing objectives; marketing strategies; schedules of what/where/how; sales promotion; budgets and the profit and loss account; controls and update procedures; summary 6.presenting the plan, follow-up and revision presenting the plan; follow-up and revision; conclusion