Marketing Planning in a Total Quality Environment

Robert E. Linneman, PhD, is Professor of Marketing at the School of Business Administration at St. Joseph’s University in Philadelphia, Pennsylvania. He has been involved in industrial sales as director of marketing for a major corporation and has participated in marketing and planning projects for over 60 companies. Dr. Linneman is the author of the book A Shirt-Sleeve Approach to Corporate Planning and of numerous other publications which have appeared in various professional journals, including The Harvard Business Review, Long-Range Planning, Journal o f Marketing, and Sloan Management Review. He was a National Director and Vice President of Professional Development for the American Marketing Association and also a recipient of the Lindback Award for distinguished teaching.John L. Stanton, Jr., PhD, a consultant, author, practitioner, and teacher of marketing research, currently holds the C. J. McNutt Chair of Food Marketing Research at Saint Joseph’s University. As a consultant, his clients include Campbell Soup Company, Proctor & Gamble, Frito-Lay, Miles Laboratories, Kellogg, PepsiCo, and others, and he recently spent eight months in Germany analyzing retail food store strategies for the European Community. A prolific author, Dr. Stanton has written pioneering articles on sample survey methodologies, data analysis techniques, advertising research, brand preference, segmentation, and positioning research which have appeared in a variety of professional journals. His book Making Niche Marketing Work has been published in three languages.

• ContentsPrefaceSection I: Introduction The Need to Build Total Quality Into Your Marketing Plan The Need for a Formal Marketing Plan Involvement: The Key to Successful Total Quality Planning How to Make the Plan a Living Document The “Ideal” Method” The Micron Case The Role of the Marketing Plan in the Business Plan The Marketing Planning Process--An Overview Section II: The Eight Planning Steps Step 1. SWOTs: Present Step 2. SWOTs: Present (cont.) Step 3. SWOTs Present (cont.) Step 4. SWOTs Future Step 5. Gap Analysis Step 6. Examination of Strategic Options and Strategy Selection Step 7. Strategy Documentation and Evaluation Step 8. Fleshing Out, Documenting, and Formatting the Annual Marketing Plan Section III: Retrospect and Expectation A Look Back and a Look Ahead Section IV: Appendixes Appendix A: Section 1: Forecasting Techniques Section 2: Forecasting Rules of Thumb Appendix B: How to Adjust Financial Statements for Inflation Appendix C: Fact Book Appendix D: Product/Service-Target Market Plan Appendix E: Summary Marketing Plan Notess Index