book

Marketing Plans, 8th Edition

by Malcolm McDonald, Hugh Wilson

November 2016

Beginner to intermediate

640 pages

19h 29m

English

Wiley

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The Marketing ConceptThe Marketing FunctionCompany CapabilitiesThe Role of Marketing in BusinessThe Marketing EnvironmentCustomer WantsThe Marketing MixConfusion about what Marketing is – Veneer or Substance?What Does the Customer Want?Are Business-to-business, Consumer and Service Marketing Different?Do You Need a Marketing Department?Application QuestionsChapter 1 ReviewReferences
IntroductionWhat is Marketing Planning?Why is Marketing Planning Essential?Are we Talking About a Tactical or a Strategic Marketing Plan?The Effectiveness of Marketing PlanningHow Marketing Planning Fits in With Corporate Planning and Other FunctionsThe Marketing Planning ProcessWhat Should Appear in a Strategic Marketing Plan?Marketing Planning Systems Design and ImplementationRequisite Strategic Marketing PlanningThe Position of Key Account Planning in the CycleThe Position of Key Account Planning in Strategic Marketing PlanningIn ConclusionApplication QuestionsChapter 2 ReviewReferences
IntroductionThe Difference Between Customers and CONSUMERSMarket SharePareto EffectMarket Definition and SegmentationMarket Segmentation – How to do ItLooking to the FutureWhy Market Segmentation is Vital in Marketing PlanningSegmentation Case HistoriesApplication QuestionsChapter 3 ReviewReferences
IntroductionDon’t Waste Money on Poor Market ResearchA Process for Understanding What Customers WantSwot AnalysesUnderstanding the Real Meaning of Customer ValueApplication QuestionsChapter 4 ReviewReferences

IntroductionThe Importance of the BrandCategory ManagementProduct LifecycleDiffusion of InnovationProduct PortfolioUnit Costs and Market ShareThe Boston MatrixA Detailed, Step-by-Step Approach to Creating a PortfolioCombining Product Lifecycles and Portfolio ManagementRelevance of Lifecycle Analysis and Portfolio Management to the Marketing AuditApplication QuestionsChapter 5 ReviewReferences
IntroductionMarketing Objectives: What They are and How They Relate to Corporate ObjectivesSo What is a Corporate Objective and What is a Marketing Objective?How to Set Marketing ObjectivesCompetitive StrategiesStrategic Marketing Planning: Where to StartNew Product Development/Market Extension/DiversificationMarketing StrategiesMarketing Objectives, Strategies and ProfitabilityConclusionApplication QuestionsChapter 6 ReviewReferences
IntroductionDefining Communications ObjectivesDesigning the Customer’s Decision JourneyPreparing the Advertising PlanDigital CommunicationsSales PromotionChapter 7 ReviewApplication QuestionsReferences
IntroductionLinking Personal Selling to Marketing StrategyHow Important is Personal Selling?The Role of Personal SellingDetermining the Requisite Number Of salespeopleDetermining the Role of SalespeopleImproving Sales Force ProductivitySales Force ProfessionalismManaging the Sales ForceHow to Prepare the Sales PlanThe Relationship Between Selling and KamHow to Manage Key AccountsPlanning for a Key Account PortfolioThe Growing Importance of KamChapter 8 ReviewApplication QuestionsReferences
IntroductionSelecting Marketing ChannelsPhysical DistributionCustomer ServiceApplication QuestionsChapter 10 ReviewReferences
IntroductionThe Case for CRMA Stage Model for CRM AdoptionIntegration MaturityInteraction MaturityPlanning for CRM: The Benefits Dependency NetworkApplication QuestionsChapter 10 ReviewReferences
IntroductionPricing and AccountancyObjectives and the Product PortfolioProduct LifecycleProduct PositioningCompetition and Potential CompetitionCostsChannels of DistributionGaining Competitive Advantage Through Value-in-UsePreparing the Pricing PlanApplication QuestionsChapter 11 ReviewReferences
The Implications of Size and Diversity on Marketing PlanningSizeDiversity of OperationsOrganizing for Marketing PlanningOrganizational Life PhasesThe Marketing Planning Process and Corporate CultureConclusionsHow the Marketing Planning Process WorksTen Barriers to Marketing PlanningApplication QuestionsChapter 12 ReviewReferences
A Three-Level Marketing Accountability FrameworkWhat Counts as Marketing Expenditure?What Does ‘Value Added’ Really Mean?Three Distinct Levels for Measuring Marketing EffectivenessApplication QuestionsChapter 13 ReviewAcknowledgementsReferences
Part 1 Marketing Planning SummaryIntroductionThe Purpose of Marketing PlanningWhat is Marketing Planning?What Should Appear in the Strategic Marketing Plan?Part 2 A Marketing Planning SystemIntroductionBasis of the SystemThe Marketing AuditThe Contents of a Strategic Marketing PlanStrategic Marketing Plan DocumentationContingency PlanGuidelines for Completion of a One-Year Marketing PlanDirectional StatementSummary of the Main Features of the PlanFinancial History (Past Five Years)Major Changes and Events Since the Previous PlanMajor Issues by Strategic Business UnitAppendicesTimetableAnd Finally, a Test to Check the Quality of your Strategic Marketing Plan

Content preview from Marketing Plans, 8th Edition

Part Two The major elements of marketing

Introduction to Chapters 7-11

These chapters are intended for those readers who need to know how to set more detailed objectives and strategies for the elements of the marketing mix. These details are more concerned with one-year operational plans and readers who wish to stay with the strategic marketing plan can go straight to Chapter 12. We do, however, strongly recommend readers to study them.

The figure below shows the structure of this part of the book. Chapter 7 on Integrated Marketing Communications is followed by two chapters about the next steps in the customer journey. Chapter 8 considers the sales force specifically, with particular attention to key account planning, while Chapter 9 describes how to plan for the multiple channels available today for both sales and service. Chapter 10 covers development of the relationship with current customers. Finally, chapter 11 provides more detailed consideration of the vital topic of pricing.