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<p>Preface and Acknowledgements vi</p> <p>How to Use This Book to Achieve the Best Results viii</p> <p>Learning Features x</p> <p>An Important Note to the Reader from the Authors xii</p> <p><b>Part One The Marketing Planning Process and the Output 1</b></p> <p>Chapter 1 Understanding the Marketing Process 3</p> <p>Chapter 2 The Marketing Planning Process: The Main Steps 41</p> <p>Chapter 3 The Customer and Market Audit Part 1: Understanding Markets and Market Segmentation 81</p> <p>Chapter 4 The Customer and Market Audit Part 2: Understanding Customer Needs and Developing Value Propositions 135</p> <p>Chapter 5 The Customer and Market Audit Part 3: The Product Audit 163</p> <p>Chapter 6 Setting Marketing Objectives and Strategies 219</p> <p><b>Part Two The Major Elements of Marketing 265</b></p> <p>Chapter 7 The Integrated Marketing Communications Plan 267</p> <p>Chapter 8 The Sales and Key Account Plan 327</p> <p>Chapter 9 The Omnichannel Plan: The Route to Market 371</p> <p>Chapter 10 The Customer Relationship Management Plan 413</p> <p>Chapter 11 The Pricing Plan 451</p> <p><b>Part Three Marketing Plans Measurement and Implementation 481</b></p> <p>Chapter 12 Implementation Issues in Marketing Planning 483</p> <p>Chapter 13 Measuring the Effectiveness of Marketing Planning 537</p> <p>Chapter 14 A Step-by-Step Marketing Planning System 561</p> <p>Conclusion: Guidelines from the Authors on World-Class Marketing 597</p> <p>Marketing Planning: Yes, it really works! Experiences from the real world 601</p> <p>Index 615</p>

<p><b>Malcolm McDonald</b> is Emeritus Professor of Marketing and former Deputy Director of Cranfield School of Management. He has worked with the operating boards of many of the world’s multinational companies such as IBM, Xerox and BP. <p><b>Hugh Wilson</b> is Professor of Marketing at Warwick Business School. He began his career in technology and marketing roles for IBM, Xerox and NCR. He now works with Unilever, Neste and others on sustainability-related marketing challenges. <p><b>Dave Chaffey</b> is co-Founder of Smart Insights, an online training service providing advice and alerts on best-practice and industry developments about integrated digital marketing strategy.

<p><b>A fully updated edition of the internationally bestselling resource on marketing planning</b> <p>In the <i>Ninth Edition</i> of the bestselling <i>Marketing Plans,</i> a team of celebrated marketing strategists and educators delivers a fully up-to-date version of the leading marketing planning textbook, integrating the latest digital marketing trends. In the book, you’ll find a proven, start-to-finish approach to planning your firm’s marketing, complete with brand-new content on digital and sustainable marketing. <p>The authors include best-practice guidance on omnichannel management, integrated marketing communications, key account management, and customer relationship management. They also provide a step-by-step process for developing marketing strategy, including methods to create powerful, differentiated value propositions. You’ll discover how to prioritise marketing efforts on the segments and strategies that deliver the greatest returns, while learning from industry leaders on how to embed world-class marketing within your organisation. <p><i>Marketing Plans</i>,<i> Ninth Edition</i> remains an essential resource for aspiring and practising professionals working in marketing, sales, strategy, and general management.

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