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How to Write a Marketing Plan

Define Your Strategy, Plan Effectively and Reach Your Marketing Goals

Gain essential marketing skills with this step-by-step guide to improving your ability to research and write a marketing plan, carry out marketing audits and set cost-effective budgets.

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EAN: 9781398619739

Edition: 8

Published: 03 May 2025

Format: 216 x 138

200 pages

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About the book

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.

Written by leading marketing expert, John Westwood, this updated edition is packed with practical exercises, templates and top tips to help you present and implement your plan with confidence. Complete with summaries and a detailed sample plan, it's the essential guide for anyone who wants to boost their brand or business.

About the authors

John Westwood has held a wide variety of senior sales and marketing positions and is currently an independent marketing consultant, based in East Sussex, UK. He is the author of The Marketing Plan, 30 Minutes to Write a Marketing Plan, The Marketing Plan Workbook and Marketing Your Business, all published by Kogan Page.

John Westwood

Section - 01: Introduction;
Section - 02: Situation analysis – The marketing audit;
Section - 03: Objectives;
Section - 04: Strategies and action plans;
Section - 05: The distribution plan;
Section - 06: The advertising and promotions plan;
Section - 07: Costs and budgets;
Section - 08: Writing the plan;
Section - 09: Presenting the plan, follow-up and revision;
Section - 10: Mini-plans and quick plans;
Section - 11: Appendix – Marketing plan for the UK market

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