How to Write a Marketing Plan

Westwood, who has held sales and marketing positions and works as a marketing consultant, explains how sales and marketing personnel can write a marketing plan for a product or business. He uses the example of a fictional company to show readers each step in marketing planning, including the marketing audit, objectives, strategies and action plans, the distribution plan, the advertising and promotions plan, costs and budgets, writing the plan, presenting it, and follow-up and revision, as well as mini and quick plans. Exercises are included. There is no index. Annotation ©2013 Book News, Inc., Portland, OR (booknews.com)