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(More customer reviews)Written by a sales and marketing professional with a lifetime of experience, John Westwood's The Marketing Plan Workbook is a guide to principles and practical methods of marketing planning. Chapters cover how to conduct a marketing audit, setting reasonable marketing objectives, advertising and sales promotion, budgets and income statements, writing and presenting a plan, and much more. Charts and graphs illustrate the points, and periodic exercises offer opportunities for the reader to reinforce his or her understanding. A "must-have" educational resource for marketing students, and a valuable refresher course for working professionals.
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Endorsed by the Sunday Times and the Institute of Directors
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