Content Marketing Marketing Book Reviews

Marketing Book Review #4: How to Write a Marketing Plan

Title: How to Write a Marketing Plan
Author: John Westwood
Published: 2006
Pages: 106
Theme: Marketing Plans



About: This is a quick read on how to create a marketing plan from the perspective of a 65+ employee sized company that does not feature any social media.

My Take: It’s interesting to read how old marketing was done without the new social channels of communication. I liked how the author went over the specific definitions of a marketing plan and gave examples on what these were like. I was able to use some of the parts right away in my own business.

3+ Take-Aways:
1. “Your company’s ability to generate cash flow will be dependant, to a large extent, on the degree of market dominance that you have over your competitors.”
2. “If customers are unaware of your product, they will not buy it.”
3. Marketing Audit: detailed examination of the company’s marketing environment, specific marketing activities, and its internal marketing system.

4. Market segment = group of customers who all have similar needs

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