Marketing Plans: How to prepare them, how to profit from them

Now in its 8th edition, Marketing Plans is a highly renowned international bestseller. The book has been thoroughly revised, and every chapter has been carefully updated with special attention to the latest developments in marketing.

Major changes to this edition include new chapters based on the very latest research on:

Understanding needs and developing value propositions The accelerative impact of digital Marketing planning experiences from the real world. Written by two former directors of multinational companies

Marketing Plans is designed as a tool and a user–friendly learning resource. Every point is illustrated by powerful practical examples and made actionable through simple, step–by–step templates and exercises.

The book is established as essential reading for all serious professional marketers and students of marketing, from undergraduate and postgraduate to professional courses for bodies such as The Chartered Institute of Marketing. Above all it provides a practical, hands–on guide to implementing every single concept included in the text.

For the 8th edition, the authors have teamed up with Market2Win to give you the opportunity to practice the key tools from the book through a strategic marketing game. Market2Win simulations test your skills against other marketers and have been played by thousands of students and executives. At the end of each chapter you will see new exercises that are linked to the game. To find out more, go to www.market2win.com/mp.

′It is clearly and powerfully written and is probably the best book on the theory and practice of marketing planning ever written. It is a best–seller in Europe and I strongly recommend the book to anyone with an interest in marketing planning.′
WARREN J. KEEGAN, Professor of International Business and Marketing Director, Institute for Global Business Strategy, Pace University, New York

′I am extremely impressed by the step–by–step lucidity of what is presented.′
DR D. H. EATON, North Carolina University

′A book reaching the quantities sold of Marketing Plans must be a book that is really used. It is not difficult to see why. Malcolm McDonald and Hugh Wilson write about what to do in marketing and how to do it. Unlike many academic marketing writers, they will never let you forget that marketing ends with ing.′
KENNETH SIMMONDS, Professor of Marketing and International Business, London Business School

′Malcolm McDonald and Hugh Wilson are clearly two of the most respected Professors of Marketing in Europe and authors of a number of outstanding books. The fact that Marketing Plans has been such a massive seller offers testimony of this. McDonald and Wilson write with clarity and insight that is becoming increasingly rare today. It is powerful, up to date and has proved that it works. I recommend it to you!′
JOHN D. RYANS, Jr, Bridgestone Professor of International and Professor of International Marketing, Kent State University, Ohio

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

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