Dave Chaffey & Malcolm McDonald 
Marketing Plans [EPUB ebook] 
Profitable Strategies in the Digital Age

Preface and Acknowledgements vi
How to Use This Book to Achieve the Best Results viii
Learning Features x
An Important Note to the Reader from the Authors xii
Part One The Marketing Planning Process and the Output 1
Chapter 1 Understanding the Marketing Process 3
Chapter 2 The Marketing Planning Process: The Main Steps 41
Chapter 3 The Customer and Market Audit Part 1: Understanding Markets and Market Segmentation 81
Chapter 4 The Customer and Market Audit Part 2: Understanding Customer Needs and Developing Value Propositions 135
Chapter 5 The Customer and Market Audit Part 3: The Product Audit 163
Chapter 6 Setting Marketing Objectives and Strategies 219
Part Two The Major Elements of Marketing 265
Chapter 7 The Integrated Marketing Communications Plan 267
Chapter 8 The Sales and Key Account Plan 327
Chapter 9 The Omnichannel Plan: The Route to Market 371
Chapter 10 The Customer Relationship Management Plan 413
Chapter 11 The Pricing Plan 451
Part Three Marketing Plans Measurement and Implementation 481
Chapter 12 Implementation Issues in Marketing Planning 483
Chapter 13 Measuring the Effectiveness of Marketing Planning 537
Chapter 14 A Step-by-Step Marketing Planning System 561
Conclusion: Guidelines from the Authors on World-Class Marketing 597
Marketing Planning: Yes, it really works! Experiences from the real world 601
Index 615

Malcolm Mc Donald is Emeritus Professor of Marketing and former Deputy Director of Cranfield School of Management. He has worked with the operating boards of many of the world’s multinational companies such as IBM, Xerox and BP.
Hugh Wilson is Professor of Marketing at Warwick Business School. He began his career in technology and marketing roles for IBM, Xerox and NCR. He now works with Unilever, Neste and others on sustainability-related marketing challenges.
Dave Chaffey is co-Founder of Smart Insights, an online training service providing advice and alerts on best-practice and industry developments about integrated digital marketing strategy.