Marketing plans are informed by a number of different sources that you place in conversation with one another to build a realistic and achievable marketing strategy. Often a combination of primary and secondary sources, we have highlighted relevant ZSR databases, texts, and research strategies to help you identify (primarily secondary) information to inform your marketing plan.
It is highly likely you will utilize information found in these sources for multiple sections of your marketing plan; for example, marketing research available in Mintel may help inform your situation analysis (list of major competitors) as well as your market segmentation analysis (demographic/lifestyle information of average consumers). To that end, we have organized these resources by the type of information (i.e. information about companies, industries, consumers, etc.) each resource excels at providing.
Company Information:
Don't forget to check out the company's website and their competitors' websites!
Marketing Plans by
A fully revised and updated 8th edition of the highly renowned international bestseller The 8th edition of this highly acclaimed bestseller is thoroughly revised with every chapter having been updated with special attention to the latest developments in marketing. Marketing Plans is designed as a tool and a user-friendly learning resource. Every point illustrated by powerful practical examples and made actionable through simple, step-by-step templates and exercises. The book is established as essential reading for all serious professional marketers and students of marketing, from undergraduate and postgraduate to professional courses for bodies such as CIM. Above all it provides a practical, hands-on guide to implementing every single concept included in the text. New chapters and content include: A 'Does it Work' feature throughout demonstrating examples of real successes using the processes in the book More substantial coverage of consumer behaviour to balance the book's focus with B2B planning Digital techniques and practices brought fully up to date Also includes a comprehensive online Tutors' Guide and Market2Win Simulator for those who teach marketing strategy
Marketing Plan Templates for Enhancing Profits by
This workbook coaches business leaders to magnify the profits of a business. They learn a unique scientific system for predicting and achieving results. Their systematic decisions will spark the profits of any business. This system comprises all strategic decisions in the marketing plan for a business. The first part uses the SWOT Analysis to assess its strengths and weaknesses and identify possible opportunities and threats. The SWOT Analysis clarifies the mission, target market, specialty, and suppliers of the business. The questions at the end of these four chapters guide business leaders to focus on quality, describe key customers, compete on strength, and delegate weaknesses. The next part positions the business relative to its competitors with marketing mix decisions. Business leaders specify its products and services, and how to distribute, promote, and price them. These four chapters close with questions that lead the business to offer treasures, deliver delight, trumpet empathy, and price as valued. The final part motivates them to implement their decisions. The closing questions motivate business leaders to target key prospects, reward the best, concentrate resources, and jump into action. These twelve decisions transform a marketing plan and build the business. Her unique scientific system coaches business leaders to use the 80/20 rule to magnify their profits.
The Marketing Plan Handbook by
Deliver Big-Picture Marketing Plans for Pennies on the Dollar Successful marketing expert and copywriter Robert W. Bly cuts through the clutter of short-lived marketing techniques and trendy gimmicks to reveal the critical steps you need to cross over from business owner to marketplace competitor. Dishing bite-sized lessons, supported by in-chapter exercises and end-of-chapter actions, Bly coaches you in creating an effective marketing plan that produces the results of an expensive marketing consultant without the hefty cost. Learn how to: Develop a clear business vision Position your business and services strategically Research your market and target your ideal client Integrate online and offline marketing Put measurements in place to assess marketing tactics Create an effective implementation schedule Review and troubleshoot for future success and growth Whether embarking on a new venture or reviving your current business plan, this practical handbook provides the next steps toward business success and survival.
Market & Product Research:
Social listening is learning about a company, brand, or product through online sources such as social media sites, review sites, and special software programs that track mentions of specific phrases across the web. Below are examples of websites that can be used when undertaking "social listening" as it relates to learning about a company's brand and how their customer's perceive them.
Search strategy - In addition to searching on your company's specific social media utilizing hashtags including #[company name] and #[product]. when searching on sites such as Twitter.
Remember reviews and personal opinions shared in these sources tend to be filtered through other's experiences but you can look for patterns to inform your analysis of a company's brand, segmentation analysis, etc. and generate new search-terms that can be utilized in academic or news sources.
Social Media Sites
Facebook, Instagram, Twitter, TikTok
twXplorer: easy way to search Twitter
Reviews
Online grocery retailers, Amazon
Summer Krstevsksa (she/her)
Business & Economics Librarian
Morgan Ritchie-Baum (she/her)
Business & Social Science Librarian