Marketing Plans: How to Prepare Them, How to Use Them, 7th Edition

Contents

Preface and Acknowledgements

How to use this book to achieve the best results

Learning features

Tutor’s guide

An important note to the reader from the authors

Chapter 1 : Understanding the Marketing Process

The Marketing Concept1

The Marketing Function

Company Capabilities

The Role of Marketing in Business

The Marketing Environment

Customer Wants

The Marketing Mix

Confusion about What Marketing is – Veneer or Substance?

What Does the Customer Want?

Are Business-to-Business, Consumer and Service Marketing Different?6

Do You Need a Marketing Department?

References

Chapter 2 : The Marketing Planning Process: 1 The Main Steps

Introduction

What is Marketing Planning?

Why is Marketing Planning Essential?

Are We Talking About A Tactical Or A Strategic Marketing Plan?

The Effectiveness of Marketing Planning

How Marketing Planning Fits In With Corporate Planning And Other Functions

The Marketing Planning Process

What Should Appear In A Strategic Marketing Plan?

Marketing Planning Systems Design And Implementation

Requisite Strategic Marketing Planning

The Position of Key Account Planning in the Cycle

The Position of Key Account Planning in Strategic Marketing Planning

References

Chapter 3 : The Marketing Planning Process: 2 Removing the Myths

Introduction

Naivety about Marketing Planning

Marketing Planning Systems: Design and Implementation Problems

Requisite Marketing Planning Systems

References

Chapter 4 : Completing the Marketing Audit: 1 The Customer and Market Audit

Introduction ...