Marketing Plans: How to Prepare them, How to Profit from them

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