TITLE

Chapter 1: Introduction

AUTHOR(S)
Westwood, John
PUB. DATE
May 2006
SOURCE
How to Write a Marketing Plan;2006, p1
SOURCE TYPE
Book
DOC. TYPE
Book Chapter
ABSTRACT
Chapter 1 of the book "How To Write A Marketing Plan," Third edition, is presented. It describes marketing planning, which involves marketing research, the company's strengths and weaknesses, assumptions, forecasting, and generating marketing strategies. Also tackled are the stages in the preparation of a marketing plan which consist of corporate objectives, a Strengths, Weaknesses, Opportunities, and Threats (SWOT) analysis, and a communication plan.
ACCESSION #
43739290

 

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