Marketing Plans

Preface and Acknowledgements vi How to Use This Book to Achieve the Best Results viii Learning Features x An Important Note to the Reader from the Authors xii 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 41 Chapter 3 The Customer and Market Audit Part 1: Understanding Markets and Market Segmentation 81 Chapter 4 The Customer and Market Audit Part 2: Understanding Customer Needs and Developing Value Propositions 135 Chapter 5 The Customer and Market Audit Part 3: The Product Audit 163 Chapter 6 Setting Marketing Objectives and Strategies 219 Part Two The Major Elements of Marketing 265 Chapter 7 The Integrated Marketing Communications Plan 267 Chapter 8 The Sales and Key Account Plan 327 Chapter 9 The Omnichannel Plan: The Route to Market 371 Chapter 10 The Customer Relationship Management Plan 413 Chapter 11 The Pricing Plan 451 Part Three Marketing Plans Measurement and Implementation 481 Chapter 12 Implementation Issues in Marketing Planning 483 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 597 Marketing Planning: Yes, it really works! Experiences from the real world 601 Index 615