Malcolm McDonald 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.

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