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Marketing Plans, 8th Edition

Book Description

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

Table of Contents

  1. Preface and acknowledgements
  2. How to use this book to achieve the best results
  3. Learning features
  4. Tutor's guide
  5. An important note to the reader from the authors
  6. Part One: The Marketing Planning Process and the Output
    1. Chapter 1: Understanding the Marketing Process
      1. The Marketing Concept
      2. The Marketing Function
      3. Company Capabilities
      4. The Role of Marketing in Business
      5. The Marketing Environment
      6. Customer Wants
      7. The Marketing Mix
      8. Confusion about what Marketing is – Veneer or Substance?
      9. What Does the Customer Want?
      10. Are Business-to-business, Consumer and Service Marketing Different?
      11. Do You Need a Marketing Department?
      12. Application Questions
      13. Chapter 1 Review
      14. References
    2. Chapter 2: The Marketing Planning Process: The Main Steps
      1. Introduction
      2. What is Marketing Planning?
      3. Why is Marketing Planning Essential?
      4. Are we Talking About a Tactical or a Strategic Marketing Plan?
      5. The Effectiveness of Marketing Planning
      6. How Marketing Planning Fits in With Corporate Planning and Other Functions
      7. The Marketing Planning Process
      8. What Should Appear in a Strategic Marketing Plan?
      9. Marketing Planning Systems Design and Implementation
      10. Requisite Strategic Marketing Planning
      11. The Position of Key Account Planning in the Cycle
      12. The Position of Key Account Planning in Strategic Marketing Planning
      13. In Conclusion
      14. Application Questions
      15. Chapter 2 Review
      16. References
    3. Chapter 3: The Customer and Market Audit Part 1: Understanding Markets and Market Segmentation
      1. Introduction
      2. The Difference Between Customers and CONSUMERS
      3. Market Share
      4. Pareto Effect
      5. Market Definition and Segmentation
      6. Market Segmentation – How to do It
      7. Looking to the Future
      8. Why Market Segmentation is Vital in Marketing Planning
      9. Segmentation Case Histories
      10. Application Questions
      11. Chapter 3 Review
      12. References
    4. Chapter 4: The Customer and Market Audit Part 2: Understanding customer needs and developing value propositions
      1. Introduction
      2. Don’t Waste Money on Poor Market Research
      3. A Process for Understanding What Customers Want
      4. Swot Analyses
      5. Understanding the Real Meaning of Customer Value
      6. Application Questions
      7. Chapter 4 Review
      8. References
    5. Chapter 5: The Customer and Market Audit Part 3: The Product Audit
      1. Introduction
      2. The Importance of the Brand
      3. Category Management
      4. Product Lifecycle
      5. Diffusion of Innovation
      6. Product Portfolio
      7. Unit Costs and Market Share
      8. The Boston Matrix
      9. A Detailed, Step-by-Step Approach to Creating a Portfolio
      10. Combining Product Lifecycles and Portfolio Management
      11. Relevance of Lifecycle Analysis and Portfolio Management to the Marketing Audit
      12. Application Questions
      13. Chapter 5 Review
      14. References
    6. chapter 6: Setting Marketing Objectives and Strategies
      1. Introduction
      2. Marketing Objectives: What They are and How They Relate to Corporate Objectives
      3. So What is a Corporate Objective and What is a Marketing Objective?
      4. How to Set Marketing Objectives
      5. Competitive Strategies
      6. Strategic Marketing Planning: Where to Start
      7. New Product Development/Market Extension/Diversification
      8. Marketing Strategies
      9. Marketing Objectives, Strategies and Profitability
      10. Conclusion
      11. Application Questions
      12. Chapter 6 Review
      13. References
  7. Part Two: The Major Element Of Marketing
    1. Chapter 7: The Integrated Marketing Communications Plan
      1. Introduction
      2. Defining Communications Objectives
      3. Designing the Customer’s Decision Journey
      4. Preparing the Advertising Plan
      5. Digital Communications
      6. Sales Promotion
      7. Chapter 7 Review
      8. Application Questions
      9. References
    2. Chapter 8: The Sales and Key Account Plan
      1. Introduction
      2. Linking Personal Selling to Marketing Strategy
      3. How Important is Personal Selling?
      4. The Role of Personal Selling
      5. Determining the Requisite Number Of salespeople
      6. Determining the Role of Salespeople
      7. Improving Sales Force Productivity
      8. Sales Force Professionalism
      9. Managing the Sales Force
      10. How to Prepare the Sales Plan
      11. The Relationship Between Selling and Kam
      12. How to Manage Key Accounts
      13. Planning for a Key Account Portfolio
      14. The Growing Importance of Kam
      15. Chapter 8 Review
      16. Application Questions
      17. References
    3. Chapter 9: The Multichannel Plan: The Route to Market
      1. Introduction
      2. Selecting Marketing Channels
      3. Physical Distribution
      4. Customer Service
      5. Application Questions
      6. Chapter 10 Review
      7. References
    4. Chapter 10: The Customer Relationship Management Plan
      1. Introduction
      2. The Case for CRM
      3. A Stage Model for CRM Adoption
      4. Integration Maturity
      5. Interaction Maturity
      6. Planning for CRM: The Benefits Dependency Network
      7. Application Questions
      8. Chapter 10 Review
      9. References
    5. Chapter 11: The Pricing Plan
      1. Introduction
      2. Pricing and Accountancy
      3. Objectives and the Product Portfolio
      4. Product Lifecycle
      5. Product Positioning
      6. Competition and Potential Competition
      7. Costs
      8. Channels of Distribution
      9. Gaining Competitive Advantage Through Value-in-Use
      10. Preparing the Pricing Plan
      11. Application Questions
      12. Chapter 11 Review
      13. References
  8. Part Three: Marketing Plans Measurements and Implementation
    1. Chapter 12: Implementation Issues in Marketing Planning
      1. The Implications of Size and Diversity on Marketing Planning
      2. Size
      3. Diversity of Operations
      4. Organizing for Marketing Planning
      5. Organizational Life Phases
      6. The Marketing Planning Process and Corporate Culture
      7. Conclusions
      8. How the Marketing Planning Process Works
      9. Ten Barriers to Marketing Planning
      10. Application Questions
      11. Chapter 12 Review
      12. References
    2. Chapter 13: Measuring the Effectiveness of Marketing Planning
      1. A Three-Level Marketing Accountability Framework
      2. What Counts as Marketing Expenditure?
      3. What Does ‘Value Added’ Really Mean?
      4. Three Distinct Levels for Measuring Marketing Effectiveness
      5. Application Questions
      6. Chapter 13 Review
      7. Acknowledgements
      8. References
    3. Chapter 14: A Step-by-Step Marketing Planning System
      1. Part 1 Marketing Planning Summary
      2. Introduction
      3. The Purpose of Marketing Planning
      4. What is Marketing Planning?
      5. What Should Appear in the Strategic Marketing Plan?
      6. Part 2 A Marketing Planning System
      7. Introduction
      8. Basis of the System
      9. The Marketing Audit
      10. The Contents of a Strategic Marketing Plan
      11. Strategic Marketing Plan Documentation
      12. Contingency Plan
      13. Guidelines for Completion of a One-Year Marketing Plan
      14. Directional Statement
      15. Summary of the Main Features of the Plan
      16. Financial History (Past Five Years)
      17. Major Changes and Events Since the Previous Plan
      18. Major Issues by Strategic Business Unit
      19. Appendices
      20. Timetable
      21. And Finally, a Test to Check the Quality of your Strategic Marketing Plan
  9. Conclusion: Guidelines From the Authors on World-Class Marketing
  10. Marketing Planning: Yes, it really works! Experiences from the real world
  11. Index
  12. EULA