Marketing plans
A collection of guides, articles and useful links to help with marketing planning.
What's on this page?
- eBooks
- Online articles
- Useful links
- Articles and books from the Library
Featured article
The complete marketing plan for solo tax practitioners
The author discusses low and no-cost marketing strategies. Topics covered include writing a weekly blog, keeping an email list of prospects and clients, and making cold calls to potential clients.
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eBooks
The Library provides full text access to a selection of key business and reference eBooks from leading publishers. eBooks are available to logged-in ICAEW members, ACA students and other entitled users. If you are unable to access an eBook, please see our Help and support advice or contact library@icaew.com.
101 marketing strategies for accounting, law, consulting, and professional services firms
Breaks business marketing into three sections covering client relations, client purchasing and professional sales. It provides marketing advice on reaching key partners, developing persuasion skills, managing risk, and strategic decision making. It includes appendices with sample marketing plans.
Consultant's quick start guide: an action plan for your first year in business, The
The book offers practical guidance for entrepreneurs who are considering starting a consultancy business. It helps to assess whether you have the required skills to be a successful consultant, and how to rate yourself against other entrepreneurs. It also looks at the personal, professional and financial considerations relevant to starting a small business. The book provides tips for creating business plans, finding clients, marketing and public relations.
How to write a marketing plan
Intended as a study guide for group planning exercises, but contains useful tips for any students working on marketing plans. Includes sections on situation analysis, objectives and strategies for marketing plans, promotion and budgets, and communication and presentation skills. Also features an appendix with a sample marketing plan for the fictional company used in the book.
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Online articles
The Library provides access to leading business, finance and management journals. These journals are available to logged-in ICAEW members, ACA students and other entitled users subject to suppliers' terms of use.
8 digital marketing tactics to try: it's still time to incorporate these ideas into your marketing plan
The article offers information on several digital marketing tactics for the growth of business. It discusses the search engine optimization to improve the website. It mentions the advice to add several engaging features on websites to increase engagement and the amount of time people spend on the web page.
Without a marketing plan, you plan to fail
The article highlights the importance of making a marketing plan for successful businesses. Topics discusses include importance of propelling to make business goals reality; creating structure and built efficiencies in business; and ensuring consistently to build the brand and identifying companies goals .
Marketing goals v marketing strategy
Article look as what the difference between marketing goals and marketing strategy and how you get started with your marketing plan.
Useful links
How to write a marketing plan
A comprehensive how-to tutorial on writing a marketing plan from knowthis.com.
How to write a marketing plan
A guide from Experian on writing marketing plans with a free template
Step-by-step ideas for promoting your business locally
A practical step-by-step guide aimed at small businesses from American Express
Step-by-step ideas for planning a new marketing campaign
A practical step-by-step guide aimed at small businesses from American Express
MPlans.com
Over 70 sample marketing plans showing full details of the contents of the plans including executive summary, situation analysis, marketing strategy, financials, budget, forecast and controls.
Write a marketing plan
A guide from Business Link, outlining the key areas to look at in an effective marketing plan and what you should include in it. The Business Link website was replaced in October 2012 but no direct equivalent to this page has been included in GOV.UK. The archived guidance is now available through the UK Government Web Archive. A live version of this information can be found on the Northern Ireland Business Info website.
Write a marketing plan
A guide from the Scotland's Business Gateway organisation. A further guide is available on Write an e-marketing plan
Atom Content Marketing guides
- Ecommerce
The internet enables you to sell 24 hours a day to customers anywhere in the world through a fully automated sales process. Having an online shop can attract new customers and enable you to provide a broader service to existing ones.
- Market innovative products and services
Marketing any product or service is vital to its success, highlighting the benefits of your product or service to existing and potential customers.
- Market your new business
Marketing is about much more than simply promoting your business. Marketing helps you understand your business environment, identify the most promising opportunities and decide how to exploit them.
- Plan and budget for growth
Business planning is particularly important for businesses targeting high rates of growth. You need to be able to respond immediately to developments in what are often young and fast-moving sectors.
- Planning your marketing
Successful marketing ensures that you have identified your customers' needs, and worked out the best way to satisfy them profitably.
- Use social media to market your business
Social media allows even the smallest business to interact with the wider world. Social media allows you to create a dynamic online presence and establish a dialogue with a wide audience - including existing customers, new prospects, your competitors and suppliers.
- Your sales strategy
A good sales strategy turns your business and marketing plans into revenues and profits. Your sales strategy identifies which customers you are targeting and how you will reach them. It also sets out your sales forecasts, allowing you to measure performance and identify opportunities to improve.
- Your website strategy
A website lets you put your business in front of a global audience. It can help you find new clients, boost revenue, cut costs and build better relationships with both customers and suppliers.
Articles and books in the Library collection
To find out how you can borrow books from the Library please see our guide to book loans.
You can obtain copies of articles or extracts of books and reports by post, fax or email through our document supply service.
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