Marketing Plans

The latest edition of the leading and internationally bestselling text on marketing planning In the newly revised ninth edition of Marketing Plans, a team of renowned marketing strategists and professors delivers a fully updated version of the gold standard in marketing planning textbooks. The book contains a proven, start-to-finish approach to planning your firm’s marketing and is complemented by brand-new content on digital marketing and sustainable marketing. The authors have also included best-practice guidance on omnichannel management, integrated marketing communications, key account management, and customer experience management. The book provides: A best-practice, step-by-step process for coordinating marketing strategy and planning Methods to create powerful, differentiated value propositions Tools to prioritise marketing efforts on segments and strategies that will deliver the greatest returns in growth and profits Lessons from the leaders on how to embed world-class marketing within the organisation. Perfect for students and executives alike in marketing, sales, strategy, and general management, Marketing Plans, 9th edition remains the world’s leading resource on the critical topic of marketing strategy and planning.

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