PREFACE AND ACKNOWLEDGEMENTS/HOW TO USE THIS BOOK TO ACIEVE THE BEST RESULT/LEARNING FEATURES/AN IMPORTANT NOTE TO THE READER FROM THE AUTHOR/UNDERSTANDING THE MARKETING PROCESS/THE MARKETING PLANNING PROCESS/The main steps/THE MARKETING PLANING PROCESS/Removing the myths/COMPLETE THE MARKETING AUDIT/The customer and market audit/COMPLETE THE MARKETING AUDIT/The product audit/SETTING MARKETING OBJECTIVIES AND STRATEGIES/THE COMMUNICATION PLAN/The advertising and sales promotion plans/THE COMMUNICATION PLAN/The sales plan/THE PRICING PLAN/THE DISTRIBUTION PLAN AND CUSTOMER SERVISE PLAN/MARKETING INFORMATION, FORECASTING AND ORGANIZING FOR MARKETING PLANING/IMPLEMENTATION ISSUES IN MARKETING PLANING/A STEP-BY-STEP MARKETING PLANING SYSTEM/APPENDIX A: CHAPTER 7/ APPENDIX B: CHAPTER 8/ APPENDIX C: CHAPTER 9/ APPENDIX D: CHAPTER 10/INDEX
Now in its 6th edition “Marketing Plans” is a highly renowned international bestseller. The book has been thoroughly revised throughout, and every chapter has been carefully updated with special attention paid to the latest developments in e-marketing, CRM and new planning practices. “Marketing Plans” is designed as a total, user friendly learning resource. Careful use of layout and colour ensures the text has maximum clarity, and the list of learning features includes: Key Concepts; Crucial Terms; Examples; Headlines; Marketing Insights; Case Studies; and Exercises. The book is established as essential reading for all serious professional marketers and students of marketing, both undergraduates and those on professional courses for CIM and CAM. Above all it provides a practical, hands-on approach for implementing every single concept included in the text. It is a comprehensively revised and updated edition of the definitive and internationally bestselling guide to Marketing Planning. It retains the practical step-by-step approach that gives the book unique clarity. It incorporates all the latest thinking in e-marketing, CRM and new planning practices.