- Introduction
- What is selling?
- What is marketing?
- What is marketing planning?
- Stages in the preparation of a marketing plan?
- Situation analysis – the marketing audit
- The audit of the marketing environment
- The audit of marketing activity
- The audit of the marketing system
- The marketing environment – market research
- Internal market research
- What is market segmentation?
- Information checklist
- How to present the figures
- Situation analysis
- SWOT analysis
- Objectives
- What is a marketing objective?
- Basic types of product
- The product portfolio
- Relative market growth rate and share
- The market portfolio – increasing available markets
- Application selling
- Exporting
- Gap analysis
- Strategies and action plans
- What is a marketing strategy?
- Pricing strategies
- Customer strategies
- Customer relationship management
- Key account management
- Devising strategies
- Actions plans
- The distribution plan
- Marketing channels
- Direct sales
- Distribution
- Telemarketing
- Taking your business online
- E-mail/e-marketing
- M-commerce
- Direct mail
- Physical distribution, warehouse and factory location
- Customer service
- The advertising and promotions plan
- Personnel
- Advertising and promotions
- Advertising online
- The increasing use of PR
- Developing your social media strategy
- Costs and budget
- Profit and loss account
- Budgeting the cost of a marketing plan
- Writing the plan
- Introduction
- Executive summary
- Situation analysis
- Marketing objectives
- Marketing strategies
- Schedule of what/where/how
- Sales promotion
- Budgets and the profit and loss account
- Controls and update procedures
- Presenting the plan, follow-up and revision
- Presenting the plan
- Follow-up and revision
- Mini-plans and quick plans
- Product plans
- Planning for a new product
- Approaches for selected markets
- Marketing plans for individual export markets
- Appendix: Marketing plan for the UK market
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