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 worlds 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 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