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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

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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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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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Terms of use: You are permitted to access, download, copy, or print out content from eBooks for your own research or study only, subject to the terms of use set by our suppliers and any restrictions imposed by individual publishers. Please see individual supplier pages for full terms of use.

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.

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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  

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

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 through our document supply service.

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