From the Book - Fourth edition.
Situation analysis : the marketing audit
Strategies and action plans
The advertising and promotions plan
Presenting the plan, follow-up and revision
Appendix C: Marketing plan for the UK market.
What is marketing planning?
Stages in the preparation of a marketing plan
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
What is market segmentation?
How to present the figures
Objectives, strategies and action plans
What is a marketing objective?
Relative market growth rate and share
What is a marketing strategy?
Distribution, promotion and budgets
The advertising and promotions plan
Budgeting the cost of a marketing plan
Schedules of what/where/how
Budgets and the profit and loss account
Controls and update procedures
Presenting the plan, follow-up and revision
Appendix / marketing plan for the UK market.
