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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.

Building a marketing plan: a complete guide

A practical guide to developing a marketing plan. The latest research findings in the marketing area are included. Useful for marketing students and also business practitioners.

Export marketing strategy: tactics and skills that work

The book covers not only marketing, but a whole range of subject relevant to export business operations. It contains chapters on export marketing strategy, assessing company readiness, developing an export marketing plan, the legal environment of exporting, supply chain management, foreign cultural issues, advertising and PR, pricing for export markets, and managing export operations.

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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.

How to create content that connects with your ideal client

The article offers information on content marketing to connect financial planners with clients. Topics discussed include financial planning practice's marketing plan; develop avatars or case studies, to clearly define different members of core audience; and regular pulse-checks to marketing strategy related to website traffic, social media posts and email broadcasts.

Influencer marketing goes global

The article reports on the growing number of brands employing the influencer marketing strategy or the technique of getting lifestyle bloggers and users of the social media platform Instagram to promote their products. Topics discussed include the defining characteristics of influencers, the factors that marketing teams consider when choosing the influencer for their company and the challenges of navigating influencer markets outside the U.S. and Europe.

The connected customer: digital marketing, social media connects consumers to brands

The article focuses on how digital marketing, social media connects consumers to brands and refers to a Social Media Use in 2018 survey from Pew Research Center related to the same. Topics include the finding of the survey that the social media landscape so far in 2018 is defined by a mix of long-standing trends and newly emerging narratives, and 94 percent of 18- to 24-year-olds reported using YouTube web resource and the number of U.S. adults using YouTube has grown to nearly 75 percent.

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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

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 by post, fax or email through our document supply service.

Can't find what you are looking for?

If you're having trouble finding the information you need, ask the Library & Information Service. Contact us by telephone on +44 (0)20 7920 8620, by web chat or by email at library@icaew.com.

ICAEW accepts no responsibility for the content on any site to which a hypertext link from this site exists. The links are provided ‘as is’ with no warranty, express or implied, for the information provided within them. Please see the full copyright and disclaimer notice.