Preface and acknowledgements
How to use this book to achieve the best results
Learning features
Tutor's guide
An important note to the reader from the authors
The marketing planning process and the output
Understanding the marketing process
The marketing planning process : the main steps
The customer and market audit part 1: Understanding markets and market segmentation
The customer and market audit part 2 : Understanding customer needs and developing value propositions
The customer and market audit part 3: The product audit
Setting marketing objectives and strategies
The major elements of marketing
The integrated marketing communications plan
The sales and key account plan
The multichannel plan : the route to market
The customer relationship management plan
The pricing plan
Marketing plans measurement and implementation
Implementation issues in marketing planning
Measuring the effectiveness of marketing planning
A step-by-step marketing planning system
Conclusion: guidelines from the authors on world class marketing
Index.