How do you write a marketing plan for a company; what must be included in the plan?
Answer:
The Marketing Plan is a highly detailed, heavily researched and, hopefully, well written report that many inside and possibly outside the organization will evaluate. It is an essential document for both large corporate marketing departments and for startup companies. Essentially the Marketing Plan:
* forces the marketing personnel to look internally in order to fully understand the results of past marketing decisions.
* forces the marketing personnel to look externally in order to fully understand the market in which they operate.
* sets future goals and provides direction for future marketing efforts that everyone within the organization should understand and support.
* is a key component in obtaining funding to pursue new initiatives.
Go to office.microsoft.com .. search "templates" for business plan . they have a few templates for you to use as well as tons of forms that you can use for your business. A great resource.
Great source is "Principles in Marketing" by Dibb et al. You would also do well with anything by Cottler. Both of these sources will tell you how to write a company marketing plan as well as loads of hints for data sources etc.
Also good for knowing the research needed, techniques etc.
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