Tabla de contenidos provista por Syndetics

• About the Authors(p. xi)
• Preface(p. xiii)
• Part I Introduction to Marketing Planning
• Chapter 1 The Importance of Marketing Planning(p. 3)
• Marketing Planning in Action: Starbucks(p. 3)
• Introduction(p. 4)
• What Is Marketing?(p. 5)
• What Is Planning?(p. 8)
• Planning's Place in the Organization(p. 11)
• The Marketing Planning Process(p. 13)
• The Marketing Plan Format(p. 16)
• Summary(p. 18)
• Chapter 2 Organizational Considerations in Marketing Planning(p. 19)
• Marketing Planning in Action: Simple Is Best(p. 19)
• Introduction(p. 20)
• Organizational Purpose(p. 20)
• Organizational Objectives and Strategies(p. 22)
• Organizing for Planning(p. 26)
• Organizational Structure(p. 27)
• Coordination and the Planning Process(p. 32)
• Organizational Structure and Market Responsiveness(p. 36)
• Summary(p. 36)
• Chapter 3 Database Marketing Planning: Getting Needed Information(p. 39)
• Marketing Planning in Action: Hyundai Motor Company(p. 39)
• Introduction(p. 40)
• Database Marketing(p. 40)
• Marketing Research(p. 44)
• Decision Making(p. 45)
• Types of Data(p. 48)
• Steps in a Marketing Research Project(p. 49)
• Summary(p. 58)
• Part II Situation Analysis
• Chapter 4 Product/Market Analysis(p. 61)
• Marketing Planning in Action: Napster and the Advent of Music File Sharing(p. 61)
• Introduction(p. 62)
• Environmental Scanning(p. 62)
• The Strategic Implications of Product/Market Analysis(p. 65)
• Sales Analysis(p. 71)
• Cost Analysis(p. 74)
• Summary(p. 80)
• Chapter 5 Consumer Analysis(p. 81)
• Marketing Planning in Action: The Antiaging Movement(p. 81)
• Introduction(p. 82)
• Market Segmentation(p. 83)
• Psychographics/Lifestyle Segmentation(p. 88)
• Market Grid Analysis(p. 91)
• Market Potential(p. 100)
• Summary(p. 104)
• Chapter 6 Competitive Analysis(p. 105)
• Marketing Planning in Action: The Package Delivery Industry(p. 105)
• Introduction(p. 106)
• The Concept of Competitive Advantage(p. 106)
• Purpose of Competitive Analysis(p. 108)
• Competitive Forces and Advantages(p. 111)
• Summary(p. 122)
• Chapter 7 Opportunity Analysis(p. 123)
• Marketing Planning in Action: Reinventing Barbie(p. 123)
• Introduction(p. 124)
• Problems versus Opportunities(p. 124)
• Internal Factors(p. 125)
• Other Factors(p. 129)
• Ranking Opportunities(p. 131)
• Summary(p. 132)
• Part III Objectives
• Chapter 8 Marketing Objectives(p. 135)
• Marketing Planning in Action: Kodak(p. 135)
• Introduction(p. 136)
• What Are Objectives?(p. 136)
• Alternatives to Managing by Objectives(p. 137)
• Characteristics of Good Objectives(p. 138)
• Types of Objectives Included in a Marketing Plan(p. 141)
• Using Situation Analysis Data to Set Objectives(p. 144)
• Summary(p. 145)
• Part IV Strategy, Strategy Variables, and Financial Impact
• Chapter 9 Marketing Strategy Development(p. 149)
• Marketing Planning in Action: Mercedes(p. 149)
• Introduction(p. 150)
• What Is Strategy?(p. 150)
• Elements of Marketing Strategy(p. 151)
• Alternate Marketing Strategies(p. 155)
• Factors Influencing the Strategy Selected(p. 159)
• Summary(p. 161)
• Chapter 10 Product Decisions(p. 163)
• Market Planning in Action: DuPont(p. 163)
• Introduction(p. 164)
• Product: The First Component of the Marketing Mix(p. 164)
• What Is a Product?(p. 165)
• Product Positioning Strategies(p. 166)
• Quality- and Value-Based Marketing(p. 168)
• Service Strategy(p. 171)
• Improving Customer Perceptions of Service Quality(p. 172)
• New-Product Development Decisions(p. 173)
• Changing Existing Products(p. 178)
• Product Line Decisions(p. 179)
• Branding Decisions(p. 180)
• Packaging and Labeling Decisions(p. 181)
• Summary(p. 182)
• Chapter 11 Place Decisions(p. 185)
• Marketing Planning in Action: The Changing Face of Retail Stores(p. 185)
• Introduction(p. 186)
• Who Will Be Channel Captain?(p. 187)
• Which Type of Channel Should Be Used?(p. 189)
• Which Kind of Middlemen Should Be Used?(p. 191)
• Market Exposure Decisions(p. 192)
• Transportation and Storage Decisions(p. 194)
• The Physical Distribution Concept(p. 196)
• Summary(p. 197)
• Chapter 12 Promotion Decisions(p. 199)
• Marketing Planning in Action: Product Placement(p. 199)
• Introduction(p. 200)
• Target Audience Decisions(p. 201)
• Promotional Methods Decisions(p. 202)
• Media Decisions(p. 203)
• Message Content Decisions(p. 206)
• Personal Selling Strategy Decisions(p. 210)
• Sales Promotion Decisions(p. 213)
• Publicity Decisions(p. 214)
• Promotional Budgeting Decisions(p. 215)
• Summary(p. 216)
• Chapter 13 Price Decisions(p. 217)
• Marketing Planning in Action: Hotel Price Guarantees(p. 217)
• Introduction(p. 218)
• Price Level Decisions(p. 218)
• Price Determination(p. 219)
• New Product Pricing Decisions(p. 225)
• Pricing Policy Decisions(p. 226)
• Summary(p. 229)
• Chapter 14 The Financial Impact of Marketing Strategies(p. 231)
• Marketing Planning in Action: Razor Wars(p. 231)
• Introduction(p. 232)
• Pro Forma Income Statement(p. 232)
• Pro Forma Forecast(p. 234)
• Pro Forma Cost Forecast(p. 237)
• Return on Investment(p. 238)
• Strategy Revisions and Contingency Plans(p. 240)
• Summary(p. 241)
• Part V Implementing and Controlling the Marketing Plan
• Chapter 15 Marketing Plan Implementation(p. 245)
• Marketing Planning in Action: The Fluctuating Popularity of the Hummer(p. 245)
• Introduction(p. 246)
• Implementation Skills(p. 246)
• Integrating a Societal Marketing Orientation Throughout the Organization(p. 247)
• Transition from Strategy to Tactics(p. 250)
• Summary(p. 253)
• Chapter 16 Monitoring and Controlling the Marketing Plan(p. 255)
• Marketing Planning in Action: Reinvigorating Levi Strauss(p. 255)
• Introduction(p. 256)
• Integration of Planning and Control(p. 257)
• Timing of Information Flows(p. 258)
• Performance Evaluation and Control(p. 258)
• Establishing Procedures(p. 265)
• Summary(p. 265)
• Part VI Planning Analysis
• Chapter 17 The Marketing Planning Audit(p. 269)
• Marketing Planning in Action: Johnson & Johnson(p. 269)
• Introduction(p. 270)
• The Planning Aduit(p. 270)
• Audit Personnel(p. 271)
• Objective, Scope, and Breadth of Audit(p. 272)
• Audit Data and Reporting Format(p. 276)
• Increasing the Level of Sophistication in Planning(p. 276)
• Summary(p. 277)
• Appendix A Worksheets(p. 279)
• Chapter 1 Getting Started(p. 279)
• Chapter 2 Organizational Consideration(p. 281)
• Chapter 3 Informational Needs(p. 282)
• Chapter 4 Product/Market Analysis(p. 284)
• Chapter 5 Consumer Analysis(p. 286)
• Chapter 6 Competitive Analysis(p. 288)
• Chapter 7 Summary of Situation Analysis(p. 290)
• Chapter 8 Marketing Objectives(p. 292)
• Chapter 9 Marketing Strategy Development(p. 293)
• Chapter 10 Product Decisions(p. 295)
• Chapter 11 Place Decisions(p. 298)
• Chapter 12 Promotion Decisions(p. 300)
• Chapter 13 Price Decisions(p. 306)
• Chapter 14 Financial Impact(p. 308)
• Chapter 15 Plan Implementation(p. 310)
• Chapter 16 Marketing Control(p. 313)
• Chapter 17 Marketing Planning Audit(p. 315)
• Appendix B Sample Marketing Plan: Water-Oriented Recreation Park(p. 321)
• Situation Analysis(p. 321)
• Objectives(p. 326)
• Strategy(p. 327)
• Control Procedures(p. 330)
• Consumer Study(p. 332)
• Notes(p. 337)
• Index(p. 345)

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CHOICE Review

Stevens and Loudon (Northeast Louisiana University) and Warren (Middle Tenessee State University), all of whom have authored numerous books and articles, have produced a dynamic book that emphasizes a systematic approach to marketing planning. Each chapter begins with a one-page "business scenario" and finishes with a worksheet that permits the reader to use the chapter as a stepping-stone in producing a total marketing plan. The book begins with an introduction to marketing planning (three chapters) and is followed by a section on situation analysis (four chapters), an excellent chapter on objectives, six detailed chapters on strategy, one on monitoring/controlling, and finishes with a discussion of planning analysis and marketing audits. References are adequate and graphics are clear. Compared to other books on the topic, this work emphasizes a practical approach and is easy to understand; the authors avoid specialized jargon and theory. This excellent guide is strongly recommended for upper-division undergraduate and graduate students as well as business managers.-J. J. Bardsley, Pembroke State University