A hands-on guide to creating a complete, professional marketing plan for any business "A "must-have" educational resource for marketing students, and a valuable refresher course for working professionals." -- Internet Bookwatch Well-written marketing plans are based on solid strategy. They identify the most promising business opportunities, provide a coordinated action plan and illustrate how to maintain position in identified markets. John Westwood uses a real marketing plan to walk readers through each step of developing and writing their own plan. With a practical approach, this comprehensive workbook covers each essential step, including: Carrying out a marketing audit; Setting objectives and the strategies to achieve them; Devising budgets; and Writing and implementing the plan.