book

Marketing Plans, 9th Edition

by Malcolm McDonald, Hugh Wilson, Dave Chaffey

March 2024

Intermediate to advanced

656 pages

21h 30m

English

Wiley

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KEY AREAS FOR IMPROVEMENTS IN STRATEGIC MARKETING PLANNING: WHERE TO LOOK IN THIS TEXT FOR PRACTICAL GUIDANCE
Summary
FAST TRACKINTERMEDIATE TRACKARE YOU GETTING THESE ESSENTIAL DELIVERABLES FROM YOUR STRATEGIC MARKETING PLAN?NOTE
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 REVIEWAPPENDIX: DIFFERENCES BETWEEN CONSUMER PRODUCTS, SERVICES, INDUSTRIAL AND CAPITAL GOODS MARKETSREFERENCESNOTES

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 IMPLEMENTATIONTHE POSITION OF KEY ACCOUNT PLANNING IN THE CYCLEIN CONCLUSIONAPPLICATION QUESTIONSCHAPTER 2 REVIEWREFERENCES
INTRODUCTIONTHE DIFFERENCE BETWEEN CUSTOMERS AND CONSUMERSMARKET SHAREPARETO EFFECTMARKET DEFINITION AND SEGMENTATIONMARKET SEGMENTATION – HOW TO DO ITTHE ENVIRONMENTAL AUDIT AND SUSTAINABILITYAPPLICATION QUESTIONSCHAPTER 3 REVIEWREFERENCESNOTES
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 COMMUNICATIONSCUSTOMERS AND THE SUSTAINABILITY MARKETING MIXSALES PROMOTIONCHAPTER 7 REVIEWAPPLICATION QUESTIONSREFERENCESNOTES
INTRODUCTIONLINKING PERSONAL SELLING TO MARKETING STRATEGYHOW IMPORTANT IS PERSONAL SELLING?HOW DIGITAL MEDIA IMPACT PERSONAL SELLINGTHE ROLE OF PERSONAL SELLINGDETERMINING 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 KAMACCOUNT-BASED MARKETINGCHAPTER 8 REVIEWAPPLICATION QUESTIONSREFERENCES
INTRODUCTIONSELECTING MARKETING CHANNELSPHYSICAL DISTRIBUTIONCUSTOMER SERVICEAPPLICATION QUESTIONSCHAPTER 9 REVIEWREFERENCESNOTES
INTRODUCTIONTHE CASE FOR CRMA STAGE MODEL FOR CRM ADOPTIONINTEGRATION MATURITYINTERACTION MATURITYPLANNING FOR CRM: THE BENEFITS DEPENDENCY NETWORKAPPLICATION QUESTIONSCHAPTER 10 REVIEWREFERENCESNOTES
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 CULTUREHOW THE MARKETING PLANNING PROCESS WORKSTEN BARRIERS TO MARKETING PLANNINGAPPLICATION QUESTIONSCHAPTER 12 REVIEWREFERENCES
A THREE-LEVEL MARKETING ACCOUNTABILITY FRAMEWORKWHAT COUNTS AS MARKETING EXPENDITURE?THREE DISTINCT LEVELS FOR MEASURING MARKETING EFFECTIVENESSAPPLICATION QUESTIONSCHAPTER 13 REVIEWACKNOWLEDGEMENTSREFERENCES
PART 1 MARKETING PLANNING SUMMARYPART 2 A MARKETING PLANNING SYSTEMGUIDELINES FOR COMPLETION OF A ONE-YEAR MARKETING PLANTIMETABLEAND FINALLY, A TEST TO CHECK THE QUALITY OF YOUR STRATEGIC MARKETING PLAN
INTRODUCTION
PHASE 1 (STAGES 1 AND 2) – GOAL SETTINGPHASE 2 (STAGES 3, 4 AND 5) – SITUATION REVIEWPHASE 3 (STAGES 6, 7 AND 8) – STRATEGY FORMULATIONPHASE 4 (STAGES 9 AND 10) – RESOURCE ALLOCATION AND MONITORINGREFERENCESTONY MOORENOTES