000			03039nam a22003973i 4500
001			EBC4958088
003			MiAaPQ
005			20191009123140.0
006			m o d |
007			cr cnu||||||||
008			191009s2010 xx o ||||0 eng d
020			_a9781282937789 _q(electronic bk.)
035			_a(MiAaPQ)EBC4958088
035			_a(Au-PeEL)EBL4958088
035			_a(CaONFJC)MIL293778
035			_a(OCoLC)1027156043
040			_aMiAaPQ _beng _erda _epn _cMiAaPQ _dMiAaPQ
082	0		_a658.802
100	1		_aWestwood, John.
245	1	0	_aHow to Write a Marketing Plan.
250			_a3rd ed.
264		1	_aLondon : _bKogan Page, _c2010.
264		4	_c�2010.
300			_a1 online resource (145 pages)
336			_atext _btxt _2rdacontent
337			_acomputer _bc _2rdamedia
338			_aonline resource _bcr _2rdacarrier
505	0		_aCover -- Contents -- Preface -- 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 -- 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 -- Schedule 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 -- Appendix.
520			_aHow to Write a Marketing Plan is a step-by-step guide to every aspect of researching and writing a marketing plan, using the development of a plan for a fictitious company to help explain the process.
588			_aDescription based on publisher supplied metadata and other sources.
590			_aElectronic reproduction. Ann Arbor, Michigan : ProQuest Ebook Central, 2019. Available via World Wide Web. Access may be limited to ProQuest Ebook Central affiliated libraries.
655		4	_aElectronic books.
776	0	8	_iPrint version: _aWestwood, John _tHow to Write a Marketing Plan _dLondon : Kogan Page,c2010
797	2		_aProQuest (Firm)
856	4	0	_uhttp://ezproxy01.ny.edu.hk:2048/login?url=https://ebookcentral.proquest.com/lib/ircp3g4/detail.action?docID=4958088 _zClick to View
999			_c36419 _d36419