Beschreibung
The latest edition of the leading and internationally bestselling text on marketing planning
In the newly revised ninth edition ofMarketing 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 firms 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 planningMethods to create powerful, differentiated value propositionsTools to prioritise marketing efforts on segments and strategies that will deliver the greatest returns in growth and profitsLessons 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 worlds leading resource on the critical topic of marketing strategy and planning.
Autorenportrait
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.
Inhalt
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
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