The Marketing Plan: How to Prepare and Implement It

The Marketing Plan: How to Prepare and Implement It

The Marketing Plan: How to Prepare and Implement It

The Marketing Plan: How to Prepare and Implement It

Excerpt

The book consists of five parts. They are:

Part One: The Role of Marketing within a Business

Part Two: Decisions to Be Made before Developing Your Marketing
Plan

Part Three: Developing Your Brand Personality

Part Four: Developing Your Marketing Plan

Part Five: Feedback—Using Controls and Market Research to Com
plete the Loop

The reason this book, which is essentially about how to develop a marketing plan, begins with the material contained in Parts One and Two is that so many people begin writing a marketing plan (which is for just one area of a business) without first analyzing their entire operation. Before you make marketing decisions, you should decide which markets, products, and services should be pushed, what your Internet strategy is, who the customer is and what they want, how the competition will react to your strategies, and whether or not you have the right people running your marketing program.

Therefore, Part One discusses where marketing fits in with the other components and plans for a business. Part One consists of Chapter One, and covers what I believe are the seven components of planning and their interaction within a company. They are:

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