For undergraduate and postgraduate courses on Marketing.
This new text leads students step-by-step through the process of preparing a realistic, practical and effective marketing plan. Principles are presented in the context of application, with 24 cases (such as Ryanair, Ciba Speciality Chemicals, HSBC, Orange, Danone and Ducati) and dozens of Marketing in Action extended examples. Students can sharpen their marketing skills by studying the detailed sample marketing plan in Appendix 1 and gain hands-on experience in developing marketing plans using the Marketing Plan Pro software included with this text.
1 Introduction to marketing planning
2 Analysing the current situation
3 Analysing markets and customers
4 Planning segmentation, targeting and positioning
5 Setting direction, objectives and marketing strategy
6 Developing product and brand strategy
7 Developing channel and logistics strategy
8 Developing price strategy
9 Developing integrated marketing communication strategy
10 Supporting the marketing mix
11 Planning to measure progress and performance
12 Controlling marketing and implementation
Appendix 1 Sample marketing plan
Appendix 2 Glossary