Strategic Marketing Planning and Evaluation

In most organisations today the notion of the marketing concept and the need to be marketing oriented are well understood. However, marketing itself is evolving and changing in both a conceptual and functional sense. The key change has been the trend towards a more strategic perspective and approach to planning and implementation.

In Strategic Marketing Planning and Evaluation the authors bring together contemporary thinking and developments in marketing which illustrate the need for, and the approaches to, a systematic process of strategic marketing planning.

The structure of the book provides a logical framework for developing a strategic marketing plan, which covers:

• marketing strategies
• the marketing audit
• target marketing
• marketing information systems
• organisational structures for marketing
• contingency planning
• budgeting.

Practising marketing managers will find here a wealth of practical tools and concepts that can be readily applied in their day to day work. For students of marketing the tried and tested framework will provide a sound and thorough introduction to the principles and practice of strategic marketing planning.

1. Strategic Marketing Planning
• Introduction
• Background and Development
• The Strategic Marketing Planning Framework
• Segmentation, Targeting and Positioning
• Marketing Strategies
• Summary
2. The Corporate Plan Remit
• Introduction
• The Corporate Planning Process
• Corporate Mission Statements
• Corporate Objectives
• Delineating Strategic Business Units (SBUs)
• Balancing SBUs/Resource Allocation
• Business Definition/Strategic Marketing Planning at the SBU Level
• Summary
3. The Marketing Audit (1)
• Introduction
• Environmental Analysis
• Internal Analysis
• Summary
4. The Marketing Audit (2)
• Introduction
• Customer Analysis
• Competitor Analysis
• Summary
5. The SWOT Analysis
• Introduction
• The Purpose and Uses of the SWOT Analysis
• Preparing a SWOT Analysis
• Summary
6. Target Marketing (1)
• Introduction
• The Meaning and Importance of Market Segmentation
• Bases for Segmenting Markets
• Evaluation Potential Bases for Segmentation
• Applying Marketing Segmentation
• Summary
7. Target Marketing (2)
• Introduction
• Evaluating Market Segments
• Targeting Strategies
• Summary
8. Target Marketing (3)
• Introduction
• An Explanation of Positioning
• Positioning and Existing Brands: Repositioning
• Summary
9. Marketing Strategies (1)
• Introduction
• The Product Life Cycle Concept
• The Product Market Scope Matrix
• The Boston Consulting Group's Product Portfolio Matrix /BCG Matrix)
• Summary
10. Marketing Strategies (2)
• Introduction
• Developing a Sustainable Competitive Advantage (SCA)
• Generic Competitive Strategies
• Summary
11. Marketing Information Systems
• Introduction
• Why Do We Need Marketing Information Systems (MkIS)?
• Management Information Needs
• Information Systems and Systems Theory
• Constituent Elements in Marketing Information Systems
• Design of the Systems
• Organisational Responses to Information Systems
• Successes and Failures of MkIS
• Summary
12. The Marketing Mix Plan
• Introduction
• The Role of the Marketing Mix in Satisfying Customer Needs
• What is the Marketing Mix
• Factors Affecting Marketing Mix Decisions
• Summary
13. Sales Forecasting
• Introduction
• Defining Forecasting
• Time-scales in Forecasting
• The Different Uses of the Sales Forecast
• Techniques for Forecasting
• Summary
14. Organisational Structures for Marketing
• Introduction
• The Development of the Marketing-oriented Organisation
• Organisational Structures
• Culture in the Marketing Organisation
• Effective Organisation for Marketing
• Summary
15. Organisational Development
• Introduction
• Problems and Opportunities in Organisational Culture
• Readiness to Change
• Establishing the Key Strategic Marketing Planning Management Functions
• Classifying Firms in Terms of their Response to Change
• Marketing Variables and the Macro Environment
• Summary
16. Contingency Planning
• Introduction
• How Flexible is the Strategy which is being Pursued?
• Variables which Gives Rise to the Need for Contingency Plans
• Technological Change
• Summary
17. Plan Reviews: Strategic Controls and the Evaluation Process
• Introduction
• The Functions of the Marketing Plan
• Control Procedures
• Marketing Plan Progress Reviews
• Strategic Controls and Marketing Controls
• The Evaluation Process
• The Audit of Marketing Objectives, Policies and Activities
• Summary
18. The Marketing Plan Budget
• Introduction
• The Significance of the Marketing Budget: Relationship to the Marketing Plan
• Methods of Budgeting
• Forecasts and Capacity —the Problem of Matching
• Allocating Budgets to Elements of the Marketing Mix: Problems and Issues
• Budgeting and the Evaluation and Control Process
• The Limits of Budgeting and Firecasting
• Summary

An interesting book. If for nothing else, because it addresses the organization of the marketing department.