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| Foreword | |
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| Preface | |
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| Introduction | |
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| What the Reader Can Expect | |
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| Disciplined Marketing Planning | |
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| The Ten Steps to Disciplined Marketing Planning | |
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| Business Review | |
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| Problems and Opportunities | |
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| Sales Objectives | |
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| Target Markets and Marketing Objective | |
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| Plan Strategies | |
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| Communication Goals | |
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| Tactical Marketing Mix Tools | |
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| Budget, Payback Analysis, and Calendar | |
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| Execution | |
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| Evaluation | |
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| How to Use This Book in Your Marketing Planning | |
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| Adapt the Process to Fit Your Business | |
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| Strive to Fill Data Voids | |
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| Keep Track of Your Ideas | |
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| Apply the Material to Your Own Marketing Situation | |
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| Use Idea Starters | |
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| Allow Sufficient Time to Prepare and Modify Your Plan | |
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| Marketing Background | |
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| The Business Review | |
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| Overview | |
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| Why Market Information Is Important | |
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| Primary Elements of the Business Review | |
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| Preparing the Business Review | |
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| Conducting Research | |
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| How to Prepare a Business Review | |
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| Overview | |
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| Scope | |
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| Product and Market Review | |
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| Target Market Effectors | |
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| Business Review Writing Style | |
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| Dos and Don'ts | |
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| Problems and Opportunities | |
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| Overview | |
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| How to Write Actionable Problems and Opportunities | |
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| Dos and Don'ts | |
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| Marketing Plan | |
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| Sales Objectives | |
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| Overview | |
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| How to Set Sales Objectives | |
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| Dos and Don'ts | |
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| Target Markets and Marketing Objectives | |
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| Overview | |
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| Target Segmentation Methodology | |
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| Business-to-Business Target Market Segmentation | |
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| How to Write Target Market Descriptors | |
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| Locking the Sales, Target Market, and Marketing Objectives Together | |
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| How to Develop Your Marketing Objectives | |
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| Dos and Don'ts | |
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| Brand Positioning | |
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| Overview | |
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| How to Develop Your Own Positioning | |
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| Positioning by Matching | |
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| Positioning by Mapping | |
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| Positioning by Emotional Relationship | |
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| How to Build an Emotional Relationship with the Consumer | |
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| Prepare a Positioning Strategy | |
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| Select a Positioning Execution | |
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| Dos and Don'ts | |
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| Marketing Strategies | |
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| Overview | |
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| Alternative Strategies for Consideration | |
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| How to Develop Your Marketing Strategies | |
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| Dos and Don'ts | |
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| Communication Goals | |
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| Overview | |
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| Communication Goals Application | |
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| Communication Control Challenges and Inherent Problems Regarding the Communication Value Method | |
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| Dos and Don'ts | |
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| Product/Naming/Packaging | |
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| Product Overview | |
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| How to Develop a New Product Plan | |
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| Why So Many New Products Fail | |
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| Dos and Don'ts | |
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| Naming Overview | |
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| Dos and Don'ts | |
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| Packaging Overview | |
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| Reasons for Changing Your Packaging | |
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| Developing a Packaging Plan | |
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| Dos and Don'ts | |
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| Pricing | |
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| Overview | |
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| How to Develop a Pricing Plan | |
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| Dos and Don'ts | |
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| Distribution | |
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| Overview | |
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| How to Develop a Distribution Plan | |
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| Dos and Don'ts | |
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| Personal Selling/Service | |
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| Overview | |
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| How to Develop a Personal Selling/Service Plan | |
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| Dos and Don'ts | |
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| Promotion/Events | |
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| Overview | |
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| Establishing Short-Term Promotion Sales Objectives | |
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| How to Develop Your Promotion Objectives | |
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| Promotion Strategy and Execution Considerations | |
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| How to Develop Promotion Strategies and Programs | |
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| How to Approach Event Marketing | |
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| Dos and Don'ts | |
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| Appendix of Promotion Vehicles | |
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| Advertising Message | |
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| Overview | |
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| The Disciplined Process for Creating Your Advertising Message | |
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| Helpful Hints | |
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| Dos and Don'ts | |
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| Advertising Media | |
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| Overview | |
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| Disciplined Approach to Media Planning | |
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| Dos and Don'ts | |
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| Appendix of Evolving Personal Media | |
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| Internet Media | |
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| Overview | |
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| Market-Led Approach | |
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| The Process | |
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| Establish Internet Objectives | |
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| Considerations | |
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| Dos and Don'ts | |
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| Merchandising | |
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| Overview | |
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| How to Develop a Merchandising Plan | |
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| Dos and Don'ts | |
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| Public Relations | |
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| Overview | |
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| Public Relations as Part of Your Marketing Mix | |
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| Specialized Areas of Public Relations | |
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| How to Develop a Media Relations Program | |
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| Executing Your Media Relations Plan | |
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| Measuring and Evaluating Media Relations | |
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| Dos and Don'ts | |
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| Marketing Budget, Payback Analysis, and Marketing Calendar | |
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| Budgeting Overview | |
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| How to Develop Your Budget | |
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| Using a Combination of the Three Tasks to Finalize Your Budget | |
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| How to Develop Your Budget Format | |
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| Payback Analysis Overview | |
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| Marketing Calendar Overview | |
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| Dos and Don'ts | |
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| Execution | |
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| Plan Execution | |
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| Overview | |
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| Key Steps to Successful Execution | |
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| Dos and Don'ts | |
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| Evaluation | |
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| Plan Evaluation | |
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| Overview | |
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| How to Structure the Sales Evaluation Process | |
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| Dos and Don'ts | |
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| Marketing Research and Testing (R&T) | |
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| Overview | |
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| Examples of How to Develop Testing Programs | |
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| Dos and Don'ts | |
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| Idea Starters by Marketing Situation | |
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| Worksheets for the Marketing Background | |
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| Worksheets and Formats for the Marketing Plan | |
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| Index | |