by John Westwood · Kogan Page · tapa blanda · ISBN 9780749426149
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«The Marketing Plan: A Practitioner's Guide» is John Westwood's practical marketing guide, published by Kogan Page in paperback (224 pages, in English).
The book addresses how to develop a marketing plan capable of improving a company's results and clarifies the steps for those who must write it. This revised edition incorporates market research techniques, presentation software, and approaches for Europe, North America, and Asia-Pacific, with practical guidelines for applying the process.
Second edition, published in 1998 within the Kogan Page Professional Paperback series. It belongs to the Business and Economics category.
It is aimed at marketing professionals and business management students seeking a clear methodology for building a marketing plan.
