000			02736cam a22004094a 4500
001			ocm14340268
003			AE-DuAU
005			20241127170258.0
008			060413s2006 enka b 000 0 eng
010			_a 2006012388
015			_aGBA646361 _2bnb
016	7		_a013464535 _2Uk
020			_a0749445548 (pbk.)
020			_a9780749445546 (pbk.)
035			_a(OCoLC)ocm67375003
035			_a(OCoLC)67375003
040			_aDLC _cDLC _dYDX _dUKM _dBAKER _dYDXCP _dBTCTA _dDLC
042			_apcc
050	0	0	_aHF5415.13 _b.W48 2006
090			_aHF 5415.13 .W48 2006
100	1		_aWestwood, John, _d1947- _966234
245	1	0	_aHow to write a marketing plan / _cJohn Westwood.
250			_a3rd ed.
260			_aLondon, UK ; _aPhiladelphia, PA : _bKogan Page, _c2006.
300			_avi, 129 p. : _bill. ; _c22 cm.
336			_2rdacontent _atext _btxt
337			_2rdamedia _aunmediated _bn
338			_2rdacarrier _avolume _bnc
490	0		_aCreating success
505	0		_aIntroduction -- What is selling? -- What is marketing? -- What is marketing planning? -- Stages in the preparation of a marketing plan -- Summary -- 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 -- Practical example -- Internal market research -- What is market segmentation? -- Information checklist -- How to present the figures -- Situation analysis -- Swot analysis -- Summary -- 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 -- Distribution, promotion and budgets -- The distribution plan -- The advertising and promotions plan -- Costs and budgets -- Budgeting the cost of a marketing plan -- Summary -- Writing the plan -- Introduction -- Executive summary -- Situation analysis -- Marketing objectives -- Marketing strategies -- Schedules of what/where/how -- Sales promotion -- Budgets and the profit and loss account -- Controls and update procedures -- Summary -- Presenting the plan, follow-up and revision -- Presenting the plan -- Follow-up and revision -- Conclusion -- Appendix / marketing plan for the UK market.
650		0	_aMarketing _xManagement. _9118262
852			_y02-24-2008
907			_a21449 _b08-12-10 _c08-06-10
942			_cBOOK _08
998			_aaudmc _b02-24-08 _cm _da _e- _feng _genk _h0
945			_g0 _i49907 _j0 _laudmc _nCopy Type:01 - Books _o- _p0.00 _q- _r- _s- _t1 _u8 _v1 _w8 _x0 _yi10283985 _z08-06-10
999			_c21449 _d21449