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In business it is very important to plan the firm's marketing strategy. It is no longer the case that people will buy your good or service just because you think it is a good product. Potential customers must be convinced that you have the right product, at the right place, at the right time, at the right price, which satisfies their particular need or want. Managers must not only know how to produce a product, but they should also have some knowledge of how to successfully market it. One way businesses can develop an effective plan for their overall marketing strategy is by designing a marketing plan.

This electronic workbook presents a simple step-by-step guide to preparing an appropriate strategic marketing plan. The model presented aims to assist you in developing a detailed and thorough marketing plan, however, it is up to you to use your knowledge of the product, service or idea, your creative imagination and the space provided, to bring life to a realistic and practical plan.

Topics include undertaking situation analysis, setting objectives, targeting a specific market, developing an appropriate marketing strategy and organising evaluative controls on the marketing activities.

David Waller

David S. Waller is a Senior Lecturer in Marketing at the University of Technology, Sydney, Australia. David was born and raised in Sydney and, after working in the banking and film industries, has taught at a number of universities in Australia, including the University of Newcastle, University of New South Wales, and Charles Sturt University, Riverina. He has a Bachelor of Arts from the University of Sydney, a Master of Commerce from the University of New South Wales, and a PhD from the University of Newcastle. His research interests include advertising agencies, agency-client relationships, controversial advertising and marketing education.

David has published in a wide range of areas relating to advertising and marketing communication. He has authored and co-authored a number of articles that have appeared in such journals as the Journal of Advertising Research, the Journal of Consumer Marketing, the International Journal of Advertising, the Journal of Marketing Education, the Asia Pacific Journal of Marketing and Logistics, the Asia-Australia Marketing Journal, and the Australasian Journal of Market Research,. David is also a regular presenter in marketing educators' conferences. The workbook, How to Prepare a Promotional Plan, was published in 1998 and is being used by advertising students at tertiary institutions in a number of countries.

CD