The Marketing Plan

After more than fifty years of marketing theoryand practice, marketing planning still remains one of the great, unconquered challenges.

This challenge continues to grow as the environments in which companies operate become increasingly hostile, abrasive and dynamic. There is a growing body of evidence to show that the difference between an organisation's efficiency and effectiveness (or, in planning terms, the difference between tactics and strategy) is becoming more and more important.

Today, successful chief executives and management teams are grasping the absolute necessity of understanding where their companies should be going, with this direction properly articulated in plans that identify and develop those things that make a company significantly and profitable different over time. It is not difficult to spot those organisations that have not adopted this strategic planning orientation. They reorganise with regular monotony, and more and more such firms are being taken over by more enterprising ones that have learned to drive using the strategic planning approach. Such marketing planning will never be asy. Indeed, it grows more difficult by the day.

The Marketing Plan: a pictorial guide for managers is a unique approach to this complex subject, which will both aid understanding and at the same time encourage marketing and other professionals to delve deeper into the planning process.

1. Understanding the Marketing Process
2. The Marketing Planning process: I
3. The Marketing Planning process: II
4. The Customer and Market Audit
5. The Product Audit
6. Setting Marketing Objectives and Strategies
7. The Communication Plan: I
8. The Communication Plan: II
9. The Pricing Plan
10. The Distribution Plan
11. Marketing Information, Forecasting and Organisation
12. Designing and Implementing a Marketing Planning System

Do you wanna learn anybody marketing basics?

Give them this book and they will at least have some fun.