Marketing Plans 8e – How to Prepare Them, How to Profit from Them

Malcolm McDonald MA(Oxon), MSc PhD DLitt DSc Until 2003, Malcolm was Professor of Marketing and Deputy Director of Cranfield University School of Management, with special responsibility for E-Business. He is a graduate in English Language and Literature from Oxford University, in Business Studies from Bradford University Management Centre, and has a PhD from Cranfield University. He also has a Doctorate from Bradford University and from the Plekhanov University of Economics in Moscow. He has extensive industrial experience, including a number of years as Marketing and Sales Director of Canada Dry. Until the end of 2012, he spent seven years as Chairman of Brand Finance plc. He spends much of his time working with the operating boards of the world's biggest multinational companies, such as IBM, Xerox, BP and the like, in most countries in the world, including Japan, USA, Europe, South America, ASEAN and Australasia. He has written forty six books, including the best seller Marketing Plans: how to prepare them; how to use them, which has sold over half a million copies worldwide. Hundreds of his papers have been published. Apart from market segmentation, his current interests centre around the measurement of the financial impact of marketing expenditure and global best practice key account management. He is an Emeritus Professor at Cranfield and a Visiting Professor at Henley, Warwick, Aston and Bradford Business Schools. In 2006 he was listed in the UK's Top Ten Business Consultants by The Times. Email: m.mcdonald@cranfield.ac.uk Hugh Wilson MA(Oxon), DipCompSci(Cantab), PhD Hugh Wilson is Professor of Strategic Marketing at Cranfield School of Management. Hugh has a mathematics degree from Oxford University, a postgraduate computer science degree from Cambridge University, and a prize-winning PhD in marketing strategy from Cranfield. Prior to joining Cranfield in 2004, he had 20 years' experience with IBM, Logica CMG, Xerox and others in consulting, product management and marketing strategy. Hugh consults to a number of world-class companies on marketing strategy, customer centricity and sustainability marketing, as well as teaching on these topics. He is joint Director of the Cranfield Customer Management Forum, a syndicate of leading firms such as Royal Bank of Scotland, Deutsche Telecom and BP exploring best practice in customer relationship development. He is a frequent keynote speaker for industry conferences. Hugh's research interests include customer experience management, omnichannel management, and value propositions. His numerous journal articles range from Journal of Marketing to Harvard Business Review. Hugh is listed in the Chartered Institute of Marketing's 'Guru Gallery' of 'the 50 leading marketing thinkers alive in the world today'. He has been honoured by the UK's Secretary of State for Industry and Tim Berners-Lee as one of the hundred individuals who have had most influence over the development of e-commerce. Email: hugh.wilson@cranfield.ac.uk.

Preface and acknowledgements vi How to use this book to achieve the best results viii Learning features x Tutors guide xii An important note to the reader from the authors xiii 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 39 Chapter 3 The Customer and Market Audit Part 1: Understanding Markets and Market Segmentation 77 Chapter 4 The Customer and Market Audit Part 2: Understanding Customer Needs and Developing Value Propositions 139 Chapter 5 The Customer and Market Audit Part 3: The Product Audit 165 Chapter 6 Setting Marketing Objectives and Strategies 227 Part Two The Major Elements of Marketing 273 Chapter 7 The Integrated Marketing Communications Plan 275 Chapter 8 The Sales and Key Account Plan 327 Chapter 9 The Multichannel Plan: The Route to Market 371 Chapter 10 The Customer Relationship Management Plan 417 Chapter 11 The Pricing Plan 451 Part Three Marketing Plans Measurement and Implementation 483 Chapter 12 Implementation Issues in Marketing Planning 485 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 599 Marketing Planning: Yes, it really works! Experiences from the real world 603 Index 615.