- How to use this book to achieve the best results
- Learning features
- Tutors’ guide
- An important note to the reader from the authors
- The Marketing Planning Process and the Output
- Understanding the Marketing Process
- The Marketing Planning Process: The Main Steps
- The Customer and Market Audit Part 1: Understanding Markets and Market Segmentation
- The Customer and Market Audit Part 2: Understanding Customer Needs and Developing Value Propositions
- The Customer and Market Audit Part 3: The Product Audit
- Setting Marketing Objectives and Strategies
- The Major Elements of Marketing
- The Integrating Marketing Communications Plan
- The Sales and Key Account Plan
- The Multichannel Plan: The Route to Market
- The Customer Relationship Management Plan
- The Pricing Plan
- Marketing Plans Measurement and Implementation
- Implementation Issues in Marketing Planning
- Measuring the Effectiveness of Marketing Planning
- A Step-by-Step Marketing Planning System
- Conclusion: Guidelines from the authors on world-class marketing
- Marketing Planning: Yes, it really works! Experiences from the real world
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