Marketing Plans by McDonald, Malcolm -- Read -- Imperial Library of Trantor

Index

Preface and Acknowledgements How to use this book to achieve the best results Learning features Tutor’s guide An important note to the reader from the authors Chapter 1 : Understanding the Marketing Process

The Marketing Concept1 The Marketing Function Company Capabilities The Role of Marketing in Business The Marketing Environment Customer Wants The Marketing Mix Confusion about What Marketing is – Veneer or Substance? What Does the Customer Want? Are Business-to-Business, Consumer and Service Marketing Different?6 Do You Need a Marketing Department? References

Chapter 2 : The Marketing Planning Process: 1 The Main Steps

Introduction What is Marketing Planning? Why is Marketing Planning Essential? Are We Talking About A Tactical Or A Strategic Marketing Plan? The Effectiveness of Marketing Planning How Marketing Planning Fits In With Corporate Planning And Other Functions The Marketing Planning Process What Should Appear In A Strategic Marketing Plan? Marketing Planning Systems Design And Implementation Requisite Strategic Marketing Planning The Position of Key Account Planning in the Cycle The Position of Key Account Planning in Strategic Marketing Planning References

Chapter 3 : The Marketing Planning Process: 2 Removing the Myths

Introduction Naivety about Marketing Planning Marketing Planning Systems: Design and Implementation Problems Requisite Marketing Planning Systems References

Chapter 4 : Completing the Marketing Audit: 1 The Customer and Market Audit

Introduction The Difference Between Customers and Consumers Market Share Pareto Effect Market Definition and Segmentation Market Segmentation – How to do it Looking to the Future Why Market Segmentation is Vital in Marketing Planning Segmentation Case Histories References

Chapter 5 : Completing the Marketing Audit: 2 The Product Audit

Introduction The Importance of the Brand Category Management Product Lifecycle Diffusion of Innovation Product Portfolio Unit Costs and Market Share The Boston Matrix A Detailed, Step-By-Step Approach to Creating a Portfolio Combining Product Lifecycles and Portfolio Management Relevance of Lifecycle Analysis and Portfolio Management to the Marketing Audit References

Chapter 6 : Setting Marketing Objectives And Strategies

Introduction Marketing Objectives: What they are and How they Relate to Corporate Objectives So What is a Corporate Objective and What is a Marketing Objective? How to Set Marketing Objectives Competitive Strategies Strategic Marketing Planning: Where to Start New Product Development/Market Extension/Diversification Marketing Strategies Marketing in a Downturn Marketing Objectives, Strategies and Profitability Conclusion References

Chapter 7 : The Integrated Marketing Communications Plan

Preparing The Advertising Plan Digital Communications Sales Promotion

Chapter 8 : The Sales Plan

Introduction How Important is Personal Selling? The Role of Personal Selling Determining the Requisite Number of Salespeople Determining the Role of Salespeople Improving Sales Force Productivity Managing the Sales Force How to Manage Key Accounts Preparing the Sales Plan Planning for a Key Account Portfolio References

Chapter 9 : The Pricing Plan

Introduction Pricing and Accountancy Objectives and the Product Portfolio Product Lifecycle Product Positioning Competition and Potential Competition Costs Channels of Distribution Gaining Competitive Advantage Through Value-In-Use Preparing the Pricing Plan References

Chapter 10 : The Multichannel Plan: The Route to Market

Introduction1 Selecting Marketing Channels Physical Distribution Customer Service References

Chapter 11 : The Customer Relationship Management Plan

Introduction The Case for Crm A Stage Model for Crm Adoption Integration Maturity Interaction Maturity Planning for Crm: The Benefits Dependency Network Exercises References

Chapter 12 : Implementation Issues in Marketing Planning

The Implications of Size and Diversity on Marketing Planning Size Diversity of Operations Organizing for Marketing Planning Organizational Life Phases The Marketing Planning Process and Corporate Culture Conclusions How the Marketing Planning Process Works Ten Barriers to Marketing Planning

Chapter 13 : Measuring the Effectiveness of Marketing Planning

A Three-Level Marketing Accountability Framework What Counts as Marketing Expenditure? What Does ‘Value Added’ Really Mean? Three Distinct Levels for Measuring Marketing Effectiveness Preface and Acknowledgements References

Chapter 14 : A Step-By-Step Marketing Planning System

Part 1 Marketing Planning Summary Introduction The Purpose of Marketing Planning What Is Marketing Planning? What Should Appear in the Strategic Marketing Plan? Part 2 A Marketing Planning System Introduction Basis of the System The Marketing Audit The Contents of a Strategic Marketing Plan Strategic Marketing Plan Documentation Contingency Plan Guidelines for Completion of a One-Year Marketing Plan Directional Statement Summary of the Main Features of the Plan Financial History (Past Five Years) Major Changes and Events Since the Previous Plan Major Issues by Strategic Business Unit Appendices Timetable And Finally, a Test to Check the Quality of Your Strategic Marketing Plan

Index