How to Prepare a Marketing Plan: A Guide to Reaching the Consumer Market

Part I Laying the foundations: auditing the company's competitiveness collecting marketing information segmenting the market and the customer audit analyzing market shares appraising the competition. Part 2 Building the plan: deciding marketing objectives and developing marketing strategies the product plan formulating an action plan the promotion plan the pricing plan distribution plan controls. Part 3 Implementation: constraints in the implementation of marketing planning - marketing information and marketing organization - their management implementing the marketing plan.