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