You are previewing Marketing Plans: How to Prepare Them, How to Use Them, 7th Edition.
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Marketing Plans: How to Prepare Them, How to Use Them, 7th Edition

Book Description

Now in its 7th edition, Marketing Plans is a highly renowned international bestseller. The book has been thoroughly revised, and every chapter has been carefully updated with special attention to the latest developments in marketing. To accomplish this, Professor Malcolm McDonald has been joined in this edition by Professor Hugh Wilson, a leading expert on CRM and multichannel strategy as well as marketing planning.

Major changes to this edition include new chapters based on the very latest research on:

  • Planning for integrated marketing communications and digital marketing

  • Developing multichannel strategy

  • Developing the CRM plan

  • Marketing effectiveness and accountability

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.

"It is clearly and powerfully written and is probably the best book on the theory and practice of marketing planning ever written. It is a best-seller in Europe and I strongly recommend the book to anyone with an interest in marketing planning."

—Warren J. Keegan, Professor of International Business and Marketing Director, Institute for Global Business Strategy, Pace University, New York

"I am extremely impressed by the step lucidity of what is presented."

—Dr D. H. Eaton, North Carolina University

"A book reaching the quantities sold of Marketing Plans must be a book that is really used. It is not difficult to see why. Malcolm McDonald writes about what to do in marketing and how to do it. Unlike many academic marketing writers, he will never let you forget that marketing ends with -ing."

—Kenneth Simmonds, Professor of Marketing and International Business, London Business School

"Malcolm McDonald is clearly one of the most respected Professors of Marketing in Europe and the author of a number of outstanding books. The fact that Marketing Plans has been such a massive seller offers testimony of this. McDonald writes with clarity and insight that is becoming increasingly rare today. It is powerful, up to date and has proved that it works. I recommend it to you!"

—John D. Ryans, Jr, Bridgestone Professor of International and Professor of International Marketing, Kent State University, Ohio

Table of Contents

  1. Cover
  2. Contents
  3. Title
  4. Copyright
  5. Preface and Acknowledgements
  6. How to use this book to achieve the best results
  7. Learning features
  8. Tutor’s guide
  9. An important note to the reader from the authors
  10. Chapter 1: Understanding the Marketing Process
    1. The Marketing Concept1
    2. The Marketing Function
    3. Company Capabilities
    4. The Role of Marketing in Business
    5. The Marketing Environment
    6. Customer Wants
    7. The Marketing Mix
    8. Confusion about What Marketing is – Veneer or Substance?
    9. What Does the Customer Want?
    10. Are Business-to-Business, Consumer And Service Marketing Different?6
    11. Do You Need A Marketing Department?
    12. References
  11. Chapter 2: The Marketing Planning Process: 1 The Main Steps
    1. Introduction
    2. What Is Marketing Planning?
    3. Why Is Marketing Planning Essential?
    4. Are We Talking About A Tactical Or A Strategic Marketing Plan?
    5. The Effectiveness of Marketing Planning
    6. How Marketing Planning Fits In With Corporate Planning And Other Functions
    7. The Marketing Planning Process
    8. What Should Appear In A Strategic Marketing Plan?
    9. Marketing Planning Systems Design And Implementation
    10. Requisite Strategic Marketing Planning
    11. The Position of Key Account Planning in the Cycle
    12. The Position of Key Account Planning in Strategic Marketing Planning
    13. References
  12. Chapter 3: The Marketing Planning Process: 2 Removing the Myths
    1. Introduction
    2. Naivety about Marketing Planning
    3. Marketing Planning Systems: Design and Implementation Problems
    4. Requisite Marketing Planning Systems
    5. References
  13. Chapter 4: Completing the Marketing Audit: 1 The Customer and Market Audit
    1. Introduction
    2. The Difference Between Customers and Consumers
    3. Market Share
    4. Pareto Effect
    5. Market Definition and Segmentation
    6. Market Segmentation – How to do it
    7. Looking to the Future
    8. Why Market Segmentation is Vital in Marketing Planning
    9. Segmentation Case Histories
    10. References
  14. Chapter 5: Completing the Marketing Audit: 2 The Product Audit
    1. Introduction
    2. The Importance of the Brand
    3. Category Management
    4. Product Lifecycle
    5. Diffusion of Innovation
    6. Product Portfolio
    7. Unit Costs and Market Share
    8. The Boston Matrix
    9. A Detailed, Step-By-Step Approach to Creating a Portfolio
    10. Combining Product Lifecycles and Portfolio Management
    11. Relevance of Lifecycle Analysis and Portfolio Management to the Marketing Audit
    12. References
  15. Chapter 6: Setting Marketing Objectives And Strategies
    1. Introduction
    2. Marketing Objectives: What they are and How they Relate to Corporate Objectives
    3. So What is a Corporate Objective and What is a Marketing Objective?
    4. How to Set Marketing Objectives
    5. Competitive Strategies
    6. Strategic Marketing Planning: Where to Start
    7. New Product Development/Market Extension/Diversification
    8. Marketing Strategies
    9. Marketing in a Downturn
    10. Marketing Objectives, Strategies and Profitability
    11. Conclusion
    12. References
  16. Chapter 7: The Integrated Marketing Communications Plan
    1. Preparing The Advertising Plan
    2. Digital Communications
    3. Sales Promotion
  17. Chapter 8: The Sales Plan
    1. Introduction
    2. How Important is Personal Selling?
    3. The Role of Personal Selling
    4. Determining the Requisite Number of Salespeople
    5. Determining the Role of Salespeople
    6. Improving Sales Force Productivity
    7. Managing the Sales Force
    8. How to Manage Key Accounts
    9. Preparing the Sales Plan
    10. Planning for a Key Account Portfolio
    11. References
  18. Chapter 9: The Pricing Plan
    1. Introduction
    2. Pricing and Accountancy
    3. Objectives and the Product Portfolio
    4. Product Lifecycle
    5. Product Positioning
    6. Competition and Potential Competition
    7. Costs
    8. Channels of Distribution
    9. Gaining Competitive Advantage Through Value-In-Use
    10. Preparing the Pricing Plan
    11. References
  19. Chapter 10: The Multichannel Plan: The Route to Market
    1. Introduction1
    2. Selecting Marketing Channels
    3. Physical Distribution
    4. Customer Service
    5. References
  20. Chapter 11: The Customer Relationship Management Plan
    1. Introduction
    2. The Case for Crm
    3. A Stage Model for Crm Adoption
    4. Integration Maturity
    5. Interaction Maturity
    6. Planning for Crm: The Benefits Dependency Network
    7. Exercises
    8. References
  21. Chapter 12: Implementation Issues in Marketing Planning
    1. The Implications of Size and Diversity on Marketing Planning
    2. Size
    3. Diversity of Operations
    4. Organizing for Marketing Planning
    5. Organizational Life Phases
    6. The Marketing Planning Process and Corporate Culture
    7. Conclusions
    8. How the Marketing Planning Process Works
    9. Ten Barriers to Marketing Planning
  22. Chapter 13: Measuring the Effectiveness of Marketing Planning
    1. A Three-Level Marketing Accountability Framework
    2. What Counts as Marketing Expenditure?
    3. What Does ‘Value Added’ Really Mean?
    4. Three Distinct Levels for Measuring Marketing Effectiveness
    5. Preface and Acknowledgements
    6. References
  23. Chapter 14: A Step-By-Step Marketing Planning System
    1. Part 1 Marketing Planning Summary
    2. Introduction
    3. The Purpose of Marketing Planning
    4. What Is Marketing Planning?
    5. What Should Appear in the Strategic Marketing Plan?
    6. Part 2 A Marketing Planning System
    7. Introduction
    8. Basis of the System
    9. The Marketing Audit
    10. The Contents of a Strategic Marketing Plan
    11. Strategic Marketing Plan Documentation
    12. Contingency Plan
    13. Guidelines for Completion of a One-Year Marketing Plan
    14. Directional Statement
    15. Summary of the Main Features of the Plan
    16. Financial History (Past Five Years)
    17. Major Changes and Events Since the Previous Plan
    18. Major Issues by Strategic Business Unit
    19. Appendices
    20. Timetable
    21. And Finally, a Test to Check the Quality of Your Strategic Marketing Plan
  24. Index