How to Write a Marketing Plan, de John Westwood

Para quem está na área de Marketing, este é um óptimo guia prático e bem resumido sobre como desenvolver um plano de marketing completo. Embora seja bastante prático, tem a teoria suficiente para entender o processo de planeamento.

A step-by-step guide to formulating a workable and successful marketing plan with up-to-date information on email shots, web usage and emarketing:How to Write a Marketing Plan makes the task of writing a marketing plan much easier. Fully updated andpacked with exercises to help the reader produce sections of their own marketing plan, this comprehensive workbook looks at all the essential stages, including: carrying out a marketing audit; setting objectives and the strategies to achieve them; devising budgets; writing and implementing the plan. It can be used as an individual study guide, for in-house training, or marketing courses

Fonte: futurumbooks