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
