Previous edition: published as by Malcolm McDonald, Hugh Wilson. 2016.

Includes bibliographical references and index.

Preface and acknowledgements How to use this book to achieve the best results Learning features Tutors' guide An important note to the reader from the authors Part One The Marketing Planning Process and the Output Chapter 1 Understanding the Marketing Process Chapter 2 The Marketing Planning Process: The Main steps Chapter 3 The customer and Market Audit Part 1: understanding Markets and Market segmentation Chapter 4 The customer and Market Audit Part 2: understanding customer needs and developing Value Propositions Chapter 5 The customer and Market Audit Part 3: The Product Audit Chapter 6 Setting Marketing objectives and strategies Part Two The Major Elements of Marketing Chapter 7 The integrated Marketing communications Plan Chapter 8 The sales and key Account Plan Chapter 9 The Multichannel Plan: The route to Market Chapter 10 The customer relationship Management Plan Chapter 11 The Pricing Plan Part Three Marketing Plans Measurement and Implementation Chapter 12 Implementation issues in Marketing Planning Chapter 13 Measuring the effectiveness of Marketing Planning Chapter 14 A step-by-step Marketing Planning system Conclusion: Guidelines from the authors on world-class marketing Marketing Planning: Yes, it really works! experiences from the real world Index

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