Malcolm McDonald on Marketing Planning: Understanding Marketing Plans and Strategy

Contents......Page 6
Important note from the author......Page 8
Preface......Page 10
Introduction......Page 12
Understanding marketing planning......Page 18
THE NEED FOR A SYSTEMATIC APPROACH......Page 20
THE DIFFERENCE BETWEEN STRATEGY AND TACTICS......Page 24
QUESTIONS AND ANSWERS......Page 30
How marketing planning fits with corporate planning......Page 36
QUESTIONS AND ANSWERS......Page 41
The strategic marketing planning process and the marketing plan......Page 48
MARKETING AUDIT......Page 49
SWOT ANALYSES......Page 53
STRATEGY FORMULATION......Page 55
STRATEGIC MARKETING PLAN ‘INGREDIENTS’ AND ‘RECIPE’......Page 57
QUESTIONS AND ANSWERS......Page 60
Defining markets and segments prior to planning......Page 66
QUESTIONS AND ANSWERS......Page 71
Understanding products and services prior to planning......Page 78
QUESTIONS AND ANSWERS......Page 86
MARKETING OBJECTIVES......Page 92
MARKETING STRATEGIES......Page 98
QUESTIONS AND ANSWERS......Page 101
Advertising and sales promotion strategies......Page 108
ADVERTISING STRATEGIES......Page 109
SALES PROMOTION STRATEGIES......Page 114
QUESTIONS AND ANSWERS......Page 118
Sales strategies......Page 124
QUESTIONS AND ANSWERS......Page 130
Price strategies......Page 136
QUESTIONS AND ANSWERS......Page 141
Place (distribution and customer service) strategies......Page 148
QUESTIONS AND ANSWERS......Page 154
Information and organization......Page 160
INFORMATION......Page 161
FORECASTING......Page 165
ORGANIZATION......Page 166
QUESTIONS AND ANSWERS......Page 176
Making marketing planning work......Page 182
QUESTIONS AND ANSWERS......Page 194
Next steps…......Page 202
Index......Page 204