A fully revised and updated 8th edition of the highly renowned international bestseller The 8th edition of this highly acclaimed bestseller is thoroughly revised with every chapter having been updated with special attention to the latest developments in marketing. Marketing Plans is designed as a tool and a user-friendly learning resource. Every point illustrated by powerful practical examples and made actionable through simple, step-by-step templates and exercises. The book is established as essential reading for all serious professional marketers and students of marketing, from undergraduate and postgraduate to professional courses for bodies such as CIM. Above all it provides a practical, hands-on guide to implementing every single concept included in the text. New chapters and content include: • A 'Does it Work' feature throughout demonstrating examples of real successes using the processes in the book • More substantial coverage of consumer behaviour to balance the book's focus with B2B planning • Digital techniques and practices brought fully up to date • Also includes a comprehensive online Tutors' Guide and Market2Win Simulator for those who teach marketing strategy
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
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