Details

Marketing Planning by Design

Systematic Planning for Successful Marketing Strategy
1. Aufl.

von: Ralf Strauss
37,99 €
Verlag:	Wiley
Format:	PDF
Veröffentl.:	01.04.2010
ISBN/EAN:	9780470745618
Sprache:	englisch
Anzahl Seiten:	368

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Beschreibungen

Titelbeschreibung

Marketing is under immense pressure to perform: required to submit reports to management, judged by the sales department based on whether it helps sales, scrutinized by financial controlling regarding how efficiently it uses budgets, and last but not least, under constant review by customers, markets and the public. Marketing faces more dilemmas and conflicts of interest than any other part of a company. The reason for this lies in the lack of a plan for marketing planning. This book not only identifies numerous examples of this problem as experienced by businesses, it also offers ways of solving the problem. Ralf Strauss highlights a 7 phase process for marketing planning, where the potential marketing can reach is demonstrated. Useful check lists included in this book allow the readers to readily create their own ‘plans for a marketing planning’. With insights drawn from more than 150 case studies included in the book, Marketing Planning by Design covers areas such as: <ul> <li>How to overcome existing hurdles of marketing planning and marketing strategy.</li> <li>How to set up a project for managing the marketing planning cycle.</li> <li>How to develop a really target group and content driven marketing planning, which is stepwise cascaded from a program, campaign down to a tactical level.</li> <li>How to make marketing accountable in terms of performance measurement.</li> <li>How to implement an enhanced marketing planning in the organisation.</li> <li>How to systematically integrate Web 2.0 into marketing planning, or how to link marketing with modern IT.</li> </ul> This highly practical book is destined to be a must-have reference work on any marketer’s desk.

Inhaltsverzeichnis

ABOUT THE AUTHOR xiii PREFACE xv FOREWORD xvii INTRODUCTION: THE "LACK-OF-EVIDENCE TRAP" 1 PART I: CHALLENGES TO THE MARKETING FUNCTION: IMPERATIVE FOR CHANGE 1 NEW CHALLENGES IN MARKETING 7 1.1 The challenge: One size doesn't fit all – quality not quantity 7 1.2 The challenge: CRM – From the buzzword to systematic customer management 11 1.3 The challenge: From the mass market to one-to-one 18 1.3.1 The goals and problems of individualization 18 1.3.2 One-to-one marketing 21 1.3.3 The challenge of mass customization – From individualized marketing to individualized products 25 1.4 The challenge: The changed conditions of marketing strategy 29 1.5 The challenge: Marketing strategy follows corporate strategy ... or vice versa? 34 2 FOCUS ON THE CHIEF MARKETING OFFICER (CMO): A JOB DESCRIPTION 43 2.1 A young profession: A demanding specialized area with C-level caliber 43 2.2 The situation: The discrepancy between expectations and corporate reality 44 2.3 The greatest challenge for heads of marketing: Legitimacy and credibility among colleagues at the management level 45 2.4 The CMO's new image: Guarantor for "return on marketing" 46 3 PLANNING COMES FIRST ... 49 3.1 Results of the CMO marketing planning survey 49 3.2 "The paradox of the marketing function" and "the 10 hurdles of marketing planning" 55 PART II: THE PATH TO THE PLAN 4 SEVEN PHASES FOR DEVELOPING MARKETING STRATEGY AND SYSTEMATIC MARKETING PLANNING (SEVEN-PHASE MODEL) 59 5 PHASE 1: PLANNING THE PLANNING 65 6 PHASE 2: APPROACHES TO MARKETING BUDGET PLANNING 71 6.1 Heuristic budgeting approach: Pragmatic budget calculation 71 6.2 Analytical budgeting approach: Modeling using the advertising impact function 73 7 PHASE 3: STRATEGIC MARKETING PLANNING 75 7.1 Systematic Procedure for Strategy Development 75 7.2 Analysis of the Initial Strategic Situation 75 7.2.1 Market and Environmental Analysis 75 7.2.2 Competitive analysis: Between cost leadership and differentiation 102 7.2.3 Enterprise analysis: What's the status quo concerning customers, competitors, and the market as a whole? 104 7.3 Brand management: A brand is a brand 123 7.3.1 The advantages of systematic brand management 123 7.3.2 Brand strategy: How should the brand be positioned on the market? 125 7.3.3 Brand presence: Consistency on the market 133 7.3.4 Brand management on the Internet: Does the customer manage the brand ...? 137 7.4 Sales channel management: Defi ning and designing the sales channel 153 7.4.1 The sales channel: Where is the added value? 153 7.4.2 Managing the sales channel: Recruiting, power, and changes 160 7.4.3 The sales channel: Between cooperation, conflict, and competition 162 7.4.4 Sales channel management on the Internet: The end of the road for the trading partner? 164 7.5 Online marketing: Attractive offerings and pricing wanted 171 7.5.1 The development of a range of Web products and value-added services 171 7.5.2 Price management: Is the price becoming even more decisive? 173 7.6 Developing and evaluating marketing strategies 176 7.6.1 Developing the marketing strategy using key questions ... which basic questions need to be discussed? 176 7.6.2 Key questions about the marketing strategy 176 7.6.3 Selecting a marketing strategy 191 8 PHASE 4: PROGRAM STRATEGY 195 8.1 Decisions about the communication strategy and advertising message 195 8.2 The elements of program planning 204 9 PHASE 5: INTEGRATED MARKETING COMMUNICATION PLANNING (CAMPAIGN PLANNING) 211 9.1 From programs to campaigns: From content to implementation 211 9.2 Differentiation and standardization of campaign architectures 218 9.3 Using media: How can I reach the customer cost-efficiently? 223 9.4 Advertising effectiveness analysis: Test procedure made easy 226 10 PHASE 6: CAMPAIGN DEVELOPMENT AND EXECUTION 229 10.1 Selecting an agency: A systematic approach to fi nding the most suitable agency 229 10.2 Good agency briefi ng: The key to success 233 11 PHASE 7: ANALYSIS AND REPORTING 235 11.1 Analysis and reporting: Figure-based planning and learning from success (or failure) 235 11.2 Analysis instruments for efficient planning and implementation 240 11.2.1 Cost accounting and profi tability analysis: Is it worth the effort? 240 11.2.2 Analysis using key fi gures: Less is more 242 11.2.3 Customer lifetime value management 242 11.3 Defining KPIs and controlling with the balanced scorecard 246 PART III: IMPLEMENTATION 12 IMPLEMENTING MARKETING PLANNING 253 12.1 Marketing organization in a state of fl ux 253 12.1.1 Organization and management: Getting the framework right 253 12.1.2 Coordination mechanism: Self-organization and chaos? 263 12.1.3 Procedural model for transforming marketing organization: Market excellence 265 12.2 Gathering and managing customer data (database marketing) 267 12.3 Planning and implementing marketing planning: The secret is in the system 274 12.3.1 CRM system: Requirements and basic structure 274 12.3.2 The need to align IT and marketing strategies 280 12.3.3 Developing an IT strategy 282 PART IV: OUTLOOK 13 MARKETING PLANNING 2.0 287 APPENDIX: WORKSHEETS FOR MARKETING PLANNING 289 A.1 Marketing program: Details (program book) 289 A.2 Agency briefing document (direct marketing example) 295 BIBLIOGRAPHY 303 ACKNOWLEDGMENTS 329 TABLE OF FIGURES 331 INDEX 337

Autorenportrait

Dr RALF E. STRAUSS has been the Chief Marketing Officer for SAP in Germany and Central Europe since 2003. And, from April 2008 he takes over global product management responsibility for all SAP CRM Marketing solutions, responsible for solution strategy, product vision and roadmap. SAP is the world's leading provider of business software, with more than 46,100 customers in more than 120 countries running SAP applications – from distinct solutions addressing the needs of small businesses and midsize companies to suite offerings for global organizations.

Back cover copy

"Marketing Planning by Design not only helps internationally active companies to organize their marketing function more efficiently, it also provides medium-sized companies a blueprint for creating and securing high marketing efficiency. Web 2.0 and numerous other new challenges demand the methodical preservation and safeguarding of marketing – beyond individually motivated gut decisions. The book lays the foundation for that." --Adriana Nuneva, Senior Vice President, Global Marketing, Heidelberger Druckmaschinen AG "Time and again, marketing has to justify its demand for market-oriented corporate management. Marketing Planning by Design vividly covers how to meet this demand with systematic, well-grounded marketing planning with content aimed at the target group, and lots of inspiration for practical application. It is a plea for the quest for top performance in marketing with high added value." --Dr Rainer Hillebrand, Member of the Board of Directors, Otto Group "Medium-sized companies are increasingly faced with the challenge of choosing the right marketing options from an ever growing selection. A limited budget has to be implemented efficiently, as all that counts at the end of the year is success. The book offers clear planning aids that answer all essential questions to help you achieve a sound marketing plan in seven phases. A competent plan which also enjoys the trust of the company’s growth drivers is a basic requirement for implementing successful campaigns. The content and structure of this book help marketing professionals and relevant areas to shape and optimize the planning process." --Benno Lohausen, Member of the Management Board, edding AG "Marketeers are under increased pressure. One reason is novel role models of the customers (see Web 2.0) –they become more and more part of the value creation process –they are also ‘prosumer’, creator and consultants to their peers. Another reason is the never seen before demand for justifying marketing investments, quantifying results and proof of efficiency and effectiveness of any marketing action. This calls for state-of-the-art marketing planning. This book pinpoints an excellent marketing planning approach. Clearly structured and enriched with real world examples and proven tools it is a must-read for any marketer. The structure of marketing planning laid out in this book will also foster to extract further requirements on all applications in the marketing planning arena as well as on information management (e.g. data management or collaborative filtering)." --Prof Dr Detlef Schoder, Department of Information Systems and Information Management, University of Cologne "Marketing Planning by Design heralds the big change in marketing to date. Thanks to the Internet and Web 2.0, masses of people outside the boundaries of traditional hierarchies can produce goods, services and content. In order to understand the opportunities this presents for companies as well as to get further clarity on the tangible benefits of marketing, this book is a clear must-read." --Ralf Klein-Boelting, General Authorized Representative for Corporate Marketing and Communications, Deutsche Bahn AG, Berlin "Dr Strauss provides much-needed insight for answering that age-old question, how do we measure return on marketing investment? For marketers who care about producing results that matter, one could hardly imagine a more timely and important topic." --Woodruff W. Driggs, Managing Director – CRM, Accenture, Boston (Mass.)

Unpublished endorsement

"Marketing Planning by Design not only helps internationally active companies to organize their marketing function more efficiently, it also provides medium-sized companies a blueprint for creating and securing high marketing efficiency. Web 2.0 and numerous other new challenges demand the methodical preservation and safeguarding of marketing – beyond individually motivated gut decisions. The book lays the foundation for that."--Adriana Nuneva, Senior Vice President, Global Marketing, Heidelberger Druckmaschinen AG "Time and again, marketing has to justify its demand for market-oriented corporate management. Marketing Planning by Design vividly covers how to meet this demand with systematic, well-grounded marketing planning with content aimed at the target group, and lots of inspiration for practical application. It is a plea for the quest for top performance in marketing with high added value."--Dr Rainer Hillebrand, Member of the Board of Directors, Otto Group "Medium-sized companies are increasingly faced with the challenge of choosing the right marketing options from an ever growing selection. A limited budget has to be implemented efficiently, as all that counts at the end of the year is success. The book offers clear planning aids that answer all essential questions to help you achieve a sound marketing plan in seven phases. A competent plan which also enjoys the trust of the company’s growth drivers is a basic requirement for implementing successful campaigns. The content and structure of this book help marketing professionals and relevant areas to shape and optimize the planning process."--Benno Lohausen, Member of the Management Board, edding AG "Marketeers are under increased pressure. One reason is novel role models of the customers (see Web 2.0) –they become more and more part of the value creation process –they are also ‘prosumer’, creator and consultants to their peers. Another reason is the never seen before demand for justifying marketing investments, quantifying results and proof of efficiency and effectiveness of any marketing action. This calls for state-of-the-art marketing planning. This book pinpoints an excellent marketing planning approach. Clearly structured and enriched with real world examples and proven tools it is a must-read for any marketer. The structure of marketing planning laid out in this book will also foster to extract further requirements on all applications in the marketing planning arena as well as on information management (e.g. data management or collaborative filtering)."--Prof Dr Detlef Schoder, Department of Information Systems and Information Management, University of Cologne "Marketing Planning by Design heralds the big change in marketing to date. Thanks to the Internet and Web 2.0, masses of people outside the boundaries of traditional hierarchies can produce goods, services and content. In order to understand the opportunities this presents for companies as well as to get further clarity on the tangible benefits of marketing, this book is a clear must-read."--Ralf Klein-Boelting, General Authorized Representative for Corporate Marketing and Communications, Deutsche Bahn AG, Berlin "Dr Strauss provides much-needed insight for answering that age-old question, how do we measure return on marketing investment? For marketers who care about producing results that matter, one could hardly imagine a more timely and important topic."--<a id="OLE_LINK21" name="OLE_LINK21">Woodruff W. Driggs, Managing Director</a> – CRM, Accenture, Boston (Mass.)