Marketing Planning

Sally Dibb is Professor in Marketing and Society, Centre for Business in Society, Coventry University, UK. Lyndon Simkin is Executive Director of the Centre for Business in Society and Professor of Strategic Marketing in the Faculty of Business and Law, Coventry University, UK.

• PART I: PERSPECTIVE TO MARKETING PLANNING1. Marketing PlanningPART 2: THE MARKETING PLANNING PROCESS 2. Existing Markets/Sectors3. Market Trends and the Marketing Environment4. SWOT: Strengths, Weaknesses, Opportunities and Threats5. Customer Needs, Expectations and Buying Processes6. Competition and Competitors' Strategies7. The Strength of the Portfolio and Future Directions8. Marketing Strategy9. Strategy Recommendations10. Marketing Objectives and Gap Analysis11. Required Marketing Programmes12. Resources, Schedules and Responsibilities13. Additional Implications, On-going Needs andMonitoring the Marketing Plan's Effectiveness14. Controlling Implementation of the Marketing PlanPART 3: THE MARKETING PLAN15. The Marketing Plan DocumentPART 4: Managing Marketing Planning16. Identifying, Diagnosing and Treating Blockers To ProgressPART 5: APPLIED ILLUSTRATIONS - CASES 17. Appreciating How to Undertake Marketing Planning in Practice

PART I: PERSPECTIVE TO MARKETING PLANNING 1. Marketing Planning PART 2: THE MARKETING PLANNING PROCESS 2. Existing Markets/Sectors 3. Market Trends and the Marketing Environment 4. SWOT: Strengths, Weaknesses, Opportunities and Threats 5. Customer Needs, Expectations and Buying Processes 6. Competition and Competitors' Strategies 7. The Strength of the Portfolio and Future Directions 8. Marketing Strategy 9. Strategy Recommendations 10. Marketing Objectives and Gap Analysis 11. Required Marketing Programmes 12. Resources, Schedules and Responsibilities 13. Additional Implications, On-going Needs and Monitoring the Marketing Plan's Effectiveness 14. Controlling Implementation of the Marketing Plan PART 3: THE MARKETING PLAN 15. The Marketing Plan Document PART 4: Managing Marketing Planning 16. Identifying, Diagnosing and Treating Blockers To Progress PART 5: APPLIED ILLUSTRATIONS - CASES 17. Appreciating How to Undertake Marketing Planning in Practice