The Marketing Plan

A well-devised marketing plan can improve a company's performance and should be the focus of all marketing aims, proposals and activities. This practical guide should clarify the complexities faced by those responsible for compiling a plan and sets out clear guidelines on how to go about this task. Containing market research methods, presentational software and approaches to the key areas of Europe, North America and Asia Pacific, this guide takes the reader step-by-step through the marketing planning process to the preparation of all types of marketing plans. Processes discussed are: the collection of company and product information; assessment of the competition; marketing strategies; promotion strategies; different approaches for different markets; and writing the marketing plan.