A well-devised marketing plan, the focus for all marketing aims, proposals and activities, can improve a company"s performance. In this new edition, John Westwood clarifies the complexities faced by those responsible for compiling a plan and sets out clear guidelines on how to go about the task. Fully revised and updated, this edition includes the latest market-research methods, presentational software and approaches to the key areas of Europe, North America and Asia Pacific. This practical guide will take you step by step through the marketing planning process to the preparation of all types of marketing plans. Topics discussed in detail include: the collection of company and product information; assessment of the competition; marketing strategies and action plans; media and promotion plans; the importance of different approaches for different markets; writing and...