Marketing Plans, Third Edition: How to Prepare Them: How to Use Them

At last marketing managers and business executives concerned with profitability and sustained growth of their organisation have at their fingertips a practical guide which tells them how to prepare and use a marketing plan.

In this new edition of Marketing Plans, the UK's top marketing guru has greatly expanded his book to include much of the recent developments in marketing techniques. In particular, he has included many of the practical tools in his other book The Marketing Audit. In Marketing Plans, the whole process of marketing planning - from initial assessment of a company's business plan to the steps necessary to ensure a company achieves its profit targets - is fully explained. There is an additional section which provides a step-by-step 'this is how you do it' guide to devising your own marketing plan, combining the very best of current practice with the necessary theoretical background. Marketers, executives and students studying for CIM and CAM exams will find the application of basic marketing principles to sound business practice invaluable.

For tutors, there is a comprehensive resource pack containing OHP masters, chapter-by-chapter tutor notes, examples of real marketing plans, case studies for classroom use and interactive exercises on floppy disks.



The UK's top Marketing Bestseller
Practical step-by-step guide to marketing planning
Recommended Reading for the CIM Certificate and Diploma Exams