A good marketing plan is at the core of every successful business, but it is often difficult to know how create a plan that is workable and will deliver the required results. How to Write a Marketing Plan, 4th edition, simplifies the task of developing a marketing plan for a product or business. Taking a step-by-step approach to the entire process, from carrying out a marketing audit, setting objectives and devising budgets, to writing and presenting the plan and finally, implementation. With a brand new chapter to help produce mini-plans and seize new opportunities quickly, this book provides a clear, effective and up-to-date approach to creating and implementing a marketing plan.