Marketing Planning by Design
Systematic Planning for Successful Marketing Strategy
Published on 19. December 2008
Book
Hardback
368 pages
978-0-470-72167-4 (ISBN)
Description
Marketing is under immense pressure to perform: required to submit reports to management, judged by the sales department based on whether it helps sales, scrutinized by financial controlling regarding how efficiently it uses budgets, and last but not least, under constant review by customers, markets and the public. Marketing faces more dilemmas and conflicts of interest than any other part of a company.
The reason for this lies in the lack of a plan for marketing planning.
This book not only identifies numerous examples of this problem as experienced by businesses, it also offers ways of solving the problem. Ralf Strauss highlights a 7 phase process for marketing planning, where the potential marketing can reach is demonstrated. Useful check lists included in this book allow the readers to readily create their own 'plans for a marketing planning'.
With insights drawn from more than 150 case studies included in the book, Marketing Planning by Design covers areas such as:
* How to overcome existing hurdles of marketing planning and marketing strategy.
* How to set up a project for managing the marketing planning cycle.
* How to develop a really target group and content driven marketing planning, which is stepwise cascaded from a program, campaign down to a tactical level.
* How to make marketing accountable in terms of performance measurement.
* How to implement an enhanced marketing planning in the organisation.
* How to systematically integrate Web 2.0 into marketing planning, or how to link marketing with modern IT.
This highly practical book is destined to be a must-have reference work on any marketer's desk.
Reviews / Votes
"A holistic and comprehensive view of the entire process brought to life through some real-world examples." (Admap, April 2012)More details
Other editions
Additional editions
E-Book
03/2010
Wiley
€37.99
Available for download
Person
Dr RALF E. STRAUSS has been the Chief Marketing Officer for SAP in Germany and Central Europe since 2003. And, from April 2008 he takes over global product management responsibility for all SAP CRM Marketing solutions, responsible for solution strategy, product vision and roadmap. SAP is the world's leading provider of business software, with more than 46,100 customers in more than 120 countries running SAP applications - from distinct solutions addressing the needs of small businesses and midsize companies to suite offerings for global organizations.
Content
ABOUT THE AUTHOR.
PREFACE.
FOREWORD.
INTRODUCTION: THE "LACK-OF-EVIDENCE TRAP".
PART I: CHALLENGES TO THE MARKETING FUNCTION: IMPERATIVE FOR CHANGE.
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?
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".
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.
4. SEVEN PHASES FOR DEVELOPING MARKETING STRATEGY AND SYSTEMATIC MARKETING PLANNING (SEVEN-PHASE MODEL).
5. PHASE 1: PLANNING THE PLANNING.
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.
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.
8. PHASE 4: PROGRAM STRATEGY.
8.1 Decisions about the communication strategy and advertising message.
8.2 The elements of program planning.
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.
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.
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.
12. IMPLEMENTING MARKETING PLANNING.
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.
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.
ACKNOWLEDGMENTS.
TABLE OF FIGURES.
INDEX.