Marketing Plans

Malcolm McDonald is Emeritus Professor of Marketing and former Deputy Director of Cranfield School of Management. He has worked with the operating boards of many of the world’s multinational companies such as IBM, Xerox and BP. Hugh Wilson is Professor of Marketing at Warwick Business School. He began his career in technology and marketing roles for IBM, Xerox and NCR. He now works with Unilever, Neste and others on sustainability-related marketing challenges. Dave Chaffey is co-Founder of Smart Insights, an online training service providing advice and alerts on best-practice and industry developments about integrated digital marketing strategy.

• Preface and Acknowledgements viHow to Use This Book to Achieve the Best Results viiiLearning Features xAn Important Note to the Reader from the Authors xiiPart One The Marketing Planning Process and the Output 1Chapter 1 Understanding the Marketing Process 3Chapter 2 The Marketing Planning Process: The Main Steps 41Chapter 3 The Customer and Market Audit Part 1: Understanding Markets and Market Segmentation 81Chapter 4 The Customer and Market Audit Part 2: Understanding Customer Needs and Developing Value Propositions 135Chapter 5 The Customer and Market Audit Part 3: The Product Audit 163Chapter 6 Setting Marketing Objectives and Strategies 219Part Two The Major Elements of Marketing 265Chapter 7 The Integrated Marketing Communications Plan 267Chapter 8 The Sales and Key Account Plan 327Chapter 9 The Omnichannel Plan: The Route to Market 371Chapter 10 The Customer Relationship Management Plan 413Chapter 11 The Pricing Plan 451Part Three Marketing Plans Measurement and Implementation 481Chapter 12 Implementation Issues in Marketing Planning 483Chapter 13 Measuring the Effectiveness of Marketing Planning 537Chapter 14 A Step-by-Step Marketing Planning System 561Conclusion: Guidelines from the Authors on World-Class Marketing 597Marketing Planning: Yes, it really works! Experiences from the real world 601Index 615