Marketing Plans, 8th Edition

Tutor's guide

A password protected tutor support site for using Marketing Plans Eighth Edition for teaching and learning can be found at www.marketingplansbook.com.

This includes:

• Introduction to the Tutor's Guide and Use of the Test
• Case studies and detailed Tutor's Guides
• Examples of Marketing Plans
• Exercises
• Tutor's Notes
  1. Understanding the marketing process
  2. The marketing planning process: The main steps
  3. The customer and market audit Part 1: Understanding markets and market segmentation
  4. The customer and market audit Part 2: Understanding customer needs and developing value propositions
  5. The customer and market audit Part 3: The product audit
  6. Setting marketing objectives and strategies
  7. The integrated marketing communications plan
  8. The sales and key account plan
  9. The multichannel plan: The route to market
  10. The CRM plan
  11. The pricing plan
  12. Implementation issues in marketing planning
  13. Measuring the effectiveness of marketing planning
  14. A step-by-step marketing planning system
• Working with Case Studies/Case Studies
  • Case 1: Eindhoven Containers
  • Case 2: Multi-electronique et Cie
  • Case 3: Property Services International
  • Case 4: International Electrical Supplies
  • Case 5: Rentlow Cars SA
  • Case 6: The Dynamic Manager
  • Case 7: Cranchem marketing plan
  • Case 8: Lockwell Company Ltd
  • Case 9: Hydraulic Industries Ltd: Acquisition in West Germany

This website also hosts freely accessible student resources including application questions, exercises and a test bank.