MARKETING PLANNING BY DESIGN -- CONTENTS -- ABOUT THE AUTHOR -- PREFACE -- FOREWORD -- INTRODUCTION: THE "LACK-OF-EVIDENCE TRAP" -- PART 1: CHALLENGES TO THE MARKETING FUNCTION: IMPERATIVE FOR CHANGE -- CHAPTER 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 -- 1.3.1 The Goals and Problems of Individualization -- 1.3.2 One-to-One Marketing -- 1.3.3 The Challenge of Mass Customization - From Individualized Marketing to Individualized Products -- 1.4 THE CHALLENGE: THE CHANGED CONDITIONS OF MARKETING STRATEGY -- 1.5 THE CHALLENGE: MARKETING STRATEGY FOLLOWS CORPORATE STRATEGY … OR VICE VERSA? -- CHAPTER 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" -- CHAPTER 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 -- CHAPTER 4: SEVEN PHASES FOR DEVELOPING MARKETING STRATEGY AND SYSTEMATIC MARKETING PLANNING (SEVEN-PHASE MODEL) -- CHAPTER 5: PHASE 1: PLANNING THE PLANNING -- CHAPTER 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 -- CHAPTER 7: PHASE 3: STRATEGIC MARKETING PLANNING.

7.1 SYSTEMATIC PROCEDURE FOR STRATEGY DEVELOPMENT -- 7.2 ANALYSIS OF THE INITIAL STRATEGIC SITUATION -- 7.2.1 Market and environmental analysis -- 7.2.2 Competitive analysis: between cost leadership and differentiation -- 7.2.3 Enterprise analysis: what's the status quo concerning customers, competitors, and the market as a whole? -- 7.3 BRAND MANAGEMENT: A BRAND IS A BRAND -- 7.3.1 The advantages of systematic brand management -- 7.3.2 Brand strategy: how should the brand be positioned on the market? -- 7.3.3 Brand presence: consistency on the market -- 7.3.4 Brand management on the internet: does the customer manage the brand …? -- 7.4 SALES CHANNEL MANAGEMENT: DEFINING AND DESIGNING THE SALES CHANNEL -- 7.4.1 The sales channel: where is the added value? -- 7.4.2 Managing the sales channel: recruiting, power, and changes -- 7.4.3 The sales channel: between cooperation, conflict, and competition -- 7.4.4 Sales channel management on the internet: the end of the road for the trading partner? -- 7.5 ONLINE MARKETING: ATTRACTIVE OFFERINGS AND PRICING WANTED -- 7.5.1 The development of a range of web products and value-added services -- 7.5.2 Price management: is the price becoming even more decisive? -- 7.6 DEVELOPING AND EVALUATING MARKETING STRATEGIES -- 7.6.1 Developing the marketing strategy using key questions … which basic questions need to be discussed? -- 7.6.2 Key questions about the marketing strategy -- 7.6.3 Selecting a marketing strategy -- CHAPTER 8: PHASE 4: PROGRAM STRATEGY -- 8.1 DECISIONS ABOUT THE COMMUNICATION STRATEGY AND ADVERTISING MESSAGE -- 8.2 THE ELEMENTS OF PROGRAM PLANNING -- CHAPTER 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 -- CHAPTER 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 -- CHAPTER 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 -- 11.2.1 Cost accounting and profitability analysis: Is it worth the effort? -- 11.2.2 Analysis using key figures: Less is more -- 11.2.3 Customer lifetime value management -- 11.3 DEFINING KPIs AND CONTROLLING WITH THE BALANCED SCORECARD -- PART III: IMPLEMENTATION -- CHAPTER 12: IMPLEMENTING MARKETING PLANNING -- 12.1 MARKETING ORGANIZATION IN A STATE OF FLUX -- 12.1.1 Organization and management: Getting the framework right -- 12.1.2 Coordination mechanism: Self-organization and chaos ? -- 12.1.3 Procedural model for transforming marketing organization: Market excellence -- 12.2 GATHERING AND MANAGING CUSTOMER DATA (DATABASE MARKETING) -- 12.3 PLANNING AND IMPLEMENTING MARKETING PLANNING: THE SECRET IS IN THE SYSTEM -- 12.3.1 CRM system: Requirements and basic structure -- 12.3.2 The need to align IT and marketing strategies -- 12.3.3 Developing an IT strategy -- PART IV: OUTLOOK -- CHAPTER 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.