How to Write a Marketing Plan: Carry Out a Marketing Audit; Establish Objectives and Strategies; Create an Effective Plan

by John Westwood

How to Write a Marketing Plan makes the task of writing a marketing plan much easier. This practical step-by-step guide details how to formulate a workable and successful plan. Fully updated and packed with exercises to help the reader produce sections of their own marketing plan, this comprehensive workbook looks at all the essential stages, carrying out a marketing audit; setting objectives and the strategies to achieve them; devising budgets; and, writing and implementing the plan. "How to Write a Marketing Plan" is ideal as an individual study guide for group marketing planning exercises, as well as being a useful resource for marketing courses.

Genres: Business

144 pages, Paperback

First published March 24, 2000

Reviews

[Kent · Rating 4 out of 5]

A good guide for creating a strategic marketing plan. I used this book to put finishing touches on a course I am teaching on how to write a SMP. I found the ideas and action steps in alignment with my own outline, so it fit my needs extremely well.

[Sosi Dem · Rating 2 out of 5]

The title should have been Marketing plan for dummies ;) Way too simple.

[Olya Cheryba · Rating 3 out of 5]

Структурує інформацію в голові, але загалом багато застарілої та не актуальної інформації.

[Ahmad Badghaish · Rating 2 out of 5]

I think the book tried to simplify the concept of marketing plans, and the result was not describing the concept enough.

[roxi Net · Rating 3 out of 5]

I found myself in a semi-sales environment working with the Marketing department and was looking to expand my knowledge of this world. I was familiar with Opportunities and SWOT analysis and while I no longer work in this specific environment, I appreciated reading Mr. Westwood's book - it breaks down the Marketing world in easy to understand terminology (especially for someone not from the sales/marketing arena). While it's not something that I can use in my current position, it's informative and a good resource.

[Mariia Domska · Rating 3 out of 5]

Читала відгуки про те, що книжка містить прості і очевидні речі. Але як на мене вона варта уваги, навіть якщо у вас є знання і досвід, але відсутня системність в роботі. Книжка - це простий покроковий посібник, як скласти маркетинговий план товару(згідна, іноді з безглуздими зауваженнями на кшталт: використовуйте для презентації PowerPoint :)) Та я дуже рекомендую читати людям, які беруться складати маркетинговий план вперше, принаймі, щоб знати з чого почати та що, як мінімум, потрібно зробити.

[Volodymyr · Rating 3 out of 5]

Це база ґрунт і фундамент, але є нюанс.

Для кого ця книга:
1. Для людей без диплома маркетолога/менеджера/економіста, що вирішили почати свою справу в сфері торгівлі.
2. Для найманих робітників без освіти, які чомусь отримали завдання скласти маркетинговий план.

Нюанс в тому, що це книга не для вас, якщо ви:
а) маєте освіту (маркетинг, менеджмент, економіка), і реально вчились 😀
б) маєте вже трохи досвіду і мали справу з маркетингом.

Основні мінуси книги в тому, що вона про максимально базові речі. А ще трохи морально застаріла.

[Hang Tran · Rating 4 out of 5]

Mô hình marketing thì hơi cũ, nhưng nhìn chung thì rõ ràng, súc tích. Cuốn sách cung cấp nền tảng cơ bản để lập kế hoạch marketing nên phù hợp cho marketer và cả chủ doanh nghiệp.

(Bản dịch tiếng việt là Marketing thực chiến - từ chiến lược đến thực thi, nghe cái tựa khó hiểu chứ ko như bản tiếng anh)

[Juan Armendariz · Rating 5 out of 5]

Un libro completo, un gran aliado del estudiante de Marketing. Detalla la realización de un plan de marketing completo. Me ayudó mucho a realizar el planteamiento de objetivos y como realizar la presentación final. Muy recomendado.

[صفية الشحي · Rating 4 out of 5]

Very helpful and practical book , I advice junior marketer to read it

[Josefa (June.Reads) · Rating 4 out of 5]

It was an interesting read that helped me to understand better how to create a marketing plan and all the lingo used. Is good for beginners like me!

[Anwer Qureishi · Rating 3 out of 5]

Basic, best for someone new to marketing and working on their initial plan.

[Amir Jabbari · Rating 4 out of 5]

offers a unique framework for composing your marketing plan.
To better understand the process, the author uses a case study which adds to the benefit of the uniqueness of the framework

[Alexandria Blaelock · Rating 3 out of 5]

Useful sort of. It’s quite dated and UK-centric, but provides a simple and systematic roadmap for small business to start with the basics and make a plan.

[Darren · Rating 5 out of 5]

A short but sweet little guide to give the reader the basic knowledge to create a marketing plan. Despite being aimed at the SME, clearly a lot of this guidance can be used within larger companies too.

This is a new and updated version of a previously well-received book, including information about social media marketing, email campaigns, web commerce and much more. It may be enough to get the totally stumped reader out of a hole, as well as acting as a springboard to marketing generally. There is even a sample marketing plan included for good measure.

It is written in a friendly, easy-to-understand manner that effectively takes the hand of the reader and guides them through the entire process. It could also be an ideal resource for many students. Should you be a more-experienced marketer who possibly has “temporarily misplaced” knowledge about a certain subject well, this book can be your little secret and aide memoire!

Nothing else need to be said. Should you have a need for a marketing plan and welcome a knowledgeable expert by your side, this book could be a very powerful ally. At its low price, it is an effective steal.

Autamme.com

[Kelle · Rating 3 out of 5]

Para quem está na área de Marketing, este é um óptimo guia prático e bem resumido sobre como desenvolver um plano de marketing completo. Embora seja bastante prático, tem a teoria suficiente para entender o processo de planeamento.

[Fawad Janjua · Rating 5 out of 5]

A Forever reference Book - Must on a Strategists Shelf for ready referencing.

[Beth · Rating 4 out of 5]

Incredibly useful, as it takes you through the entire process from goal-setting to market research to presentation by using a single example company to illustrate each step. Well done.

[Mills College Library]

658.802 W538 2016