Marketing Plans: How to Prepare Them, How to Profit from Them (Paperback, 8)

Preface and acknowledgements vi

How to use this book to achieve the best results viii

Learning features x

Tutors’ guide xii

An important note to the reader from the authors xiii

Part One The Marketing Planning Process and the Output 1

Chapter 1 Understanding the Marketing Process 3

Chapter 2 The Marketing Planning Process: The Main Steps 39

Chapter 3 The Customer and Market Audit Part 1: Understanding Markets and Market Segmentation 77

Chapter 4 The Customer and Market Audit Part 2: Understanding Customer Needs and Developing Value Propositions 139

Chapter 5 The Customer and Market Audit Part 3: The Product Audit 165

Chapter 6 Setting Marketing Objectives and Strategies 227

Part Two The Major Elements of Marketing 273

Chapter 7 The Integrated Marketing Communications Plan 275

Chapter 8 The Sales and Key Account Plan 327

Chapter 9 The Multichannel Plan: The Route to Market 371

Chapter 10 The Customer Relationship Management Plan 417

Chapter 11 The Pricing Plan 451

Part Three Marketing Plans Measurement and Implementation 483

Chapter 12 Implementation Issues in Marketing Planning 485

Chapter 13 Measuring the Effectiveness of Marketing Planning 537

Chapter 14 A Step-by-Step Marketing Planning System 561

Conclusion: Guidelines from the authors on world-class marketing 599

Marketing Planning: Yes, it really works! Experiences from the real world 603

Index 615