Marketing Planning by Design: Systematic Planning for Successful Marketing Strategy | by Ralf E. Strauss | ISBN: 9780470721674. Chief Marketing Officer (CMO) Guide. Seven Phases for Developing Marketing Strategy and Systematic Marketing Planning. 10 HURDLES OF MARKETING PLANNING.
Marketing Planning by Design: Systematic Planning for Successful Marketing Strategy
by Ralf E. Strauss
ISBN:9780470721674
With insights drawn from more than 150 case studies, this practical book highlights a seven phase process for marketing planning, and demonstrates the potential marketing can reach.
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Marketing Planning by Design—Systematic Planning for Successful Marketing Strategy
Preface
Foreword
Introduction—The “Lack-of-Evidence Trap”
Part I – Challenges to the Marketing Function—Imperative for Change
Chapter 1 – New Challenges in Marketing
1.1: THE CHALLENGE: ONE SIZE DOESN’T FIT ALL — QUALITY NOT QUANTITY
1.2: THE CHALLENGE: CRM — FROM THE BUZZWORD TO SYSTEMATIC CUSTOMER MANAGEMENT
1.3: THE CHALLENGE: FROM THE MASS MARKET TO ONE-TO-ONE
1.4: THE CHALLENGE: THE CHANGED CONDITIONS OF MARKETING STRATEGY
1.5: THE CHALLENGE: MARKETING STRATEGY FOLLOWS CORPORATE STRATEGY… OR VICE VERSA?
Chapter 2 – Focus on the Chief Marketing Officer (CMO)—A Job Description
2.1: A YOUNG PROFESSION: A DEMANDING SPECIALIZED AREA WITH C-LEVEL CALIBER
2.2: THE SITUATION: THE DISCREPANCY BETWEEN EXPECTATIONS AND CORPORATE REALITY
2.3: THE GREATEST CHALLENGE FOR HEADS OF MARKETING: LEGITIMACY AND CREDIBILITY AMONG COLLEAGUES AT THE MANAGEMENT LEVEL
2.4: THE CMO’S NEW IMAGE: GUARANTOR FOR “RETURN ON MARKETING”
Chapter 3 – Planning Comes First …
3.1: RESULTS OF THE CMO MARKETING PLANNING SURVEY
3.2: “THE PARADOX OF THE MARKETING FUNCTION” AND “THE 10 HURDLES OF MARKETING PLANNING”
Part II – The Path to the Plan
Chapter 4 – Seven Phases for Developing Marketing Strategy and Systematic Marketing Planning (Seven-Phase Model)
Chapter 5 – Phase 1—Planning the Planning
Chapter 6 – Phase 2—Approaches to Marketing Budget Planning
6.1: HEURISTIC BUDGETING APPROACH: PRAGMATIC BUDGET CALCULATION
6.2: ANALYTICAL BUDGETING APPROACH: MODELING USING THE ADVERTISING IMPACT FUNCTION
Chapter 7 – Phase 3—Strategic Marketing Planning
7.1: SYSTEMATIC PROCEDURE FOR STRATEGY DEVELOPMENT
7.2: ANALYSIS OF THE INITIAL STRATEGIC SITUATION
7.3: BRAND MANAGEMENT: A BRAND IS A BRAND
7.4: SALES CHANNEL MANAGEMENT: DEFINING AND DESIGNING THE SALES CHANNEL
7.5: ONLINE MARKETING: ATTRACTIVE OFFERINGS AND PRICING WANTED
7.6: DEVELOPING AND EVALUATING MARKETING STRATEGIES
Chapter 8 – Phase 4—Program Strategy
8.1: DECISIONS ABOUT THE COMMUNICATION STRATEGY AND ADVERTISING MESSAGE
8.2: THE ELEMENTS OF PROGRAM PLANNING
Chapter 9 – Phase 5—Integrated Marketing Communication Planning (Campaign Planning)
9.1: FROM PROGRAMS TO CAMPAIGNS: FROM CONTENT TO IMPLEMENTATION
9.2: DIFFERENTIATION AND STANDARDIZATION OF CAMPAIGN ARCHITECTURES
9.3: USING MEDIA: HOW CAN I REACH THE CUSTOMER COST-EFFICIENTLY?
9.4: ADVERTISING EFFECTIVENESS ANALYSIS: TEST PROCEDURE MADE EASY
Chapter 10 – Phase 6—Campaign Development and Execution
10.1: SELECTING AN AGENCY: A SYSTEMATIC APPROACH TO FINDING THE MOST SUITABLE AGENCY
10.2: GOOD AGENCY BRIEFING: THE KEY TO SUCCESS
Chapter 11 – Phase 7—Analysis and Reporting
11.1: ANALYSIS AND REPORTING: FIGURE-BASED PLANNING AND LEARNING FROM SUCCESS (OR FAILURE)
11.2: ANALYSIS INSTRUMENTS FOR EFFICIENT PLANNING AND IMPLEMENTATION
11.3: DEFINING KPIs AND CONTROLLING WITH THE BALANCED SCORECARD
Part III – Implementation
Chapter 12 – Implementing Marketing Planning
OVERVIEW
12.1: MARKETING ORGANIZATION IN A STATE OF FLUX
12.2: GATHERING AND MANAGING CUSTOMER DATA (DATABASE MARKETING)
12.3: PLANNING AND IMPLEMENTING MARKETING PLANNING: THE SECRET IS IN THE SYSTEM
Part IV – Outlook
Chapter 13 – Marketing Planning 2.0
Appendix— Worksheets for Marketing Planning
A.1: MARKETING PROGRAM: DETAILS (PROGRAM BOOK)
A.2: AGENCY BRIEFING DOCUMENT (DIRECT MARKETING EXAMPLE)
Bibliography
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