About the authors -- Acknowledgments -- Part 1 -- An Introduction to Marketing Navigation -- 1 A new way to steer your plan to success -- A perilous voyage -- Perilous marketing voyages -- The causes of implementation failure -- The end of dead reckoning in marketing -- Implementation is a multi-billion dollar issue -- Marketing Navigation: a new way to implement your marketing plan -- The Marketing Navigation System -- The Parker Case -- The big threat and the big opportunity -- The payoff from Marketing Navigation -- Business strategy vs. market strategy -- 2 The Marketing Navigation System -- The Marketing Navigation System -- The Navigation Dashboard -- The Risk-Commitment Matrix -- The Risk-Commitment Diagnostic -- The Marketing Helm -- Using all the tools together -- Working smarter with the Navigation System -- 3 The essential elements of an excellent marketing plan -- Section 1 - What should appear in a strategic marketing plan? -- Section 2 - The marketing planning process -- Section 3 - Guidelines for effective marketing planning -- Section 4 - Do marketing plans contribute to profitability? -- Part 2 -- Using the Marketing Navigation System -- 4 How to plan your implementation journey -- How to plan your implementation course -- Step 3: Develop a change plan -- Step 4: Use the plans to improve your position immediately -- Step 5: Confirm your readiness for the next phase -- Navigation Dashboard Example -- 5 Piloting your plan -- What is a pilot? -- How to pilot your plan -- Navigation Dashboard example -- 6 Rolling out your plan -- How to roll out your plan -- The Winmap rollout -- Navigation Dashboard example -- 7 Refining implementation -- Why worry about refinement? -- How to refine implementation -- Confirming implementation is complete -- Refining Winmap -- Testing/evaluation -- Navigation Dashboard example.

8 The technology of testing -- The importance of testing -- The new technologies -- Testing methods -- Advanced testing with simulations -- Using marketing simulations -- Part 3 -- Summary and Implications -- 9 The new marketing leader -- The real root cause of success and failure -- What does good leadership look like? -- Leadership's overlapping roles -- The implications for leadership -- Do we really care? -- The competent CMO -- The CMO of tomorrow -- 10 Conclusions -- Implementation matters -- Implementation is a process not a program -- Planning is still vital -- Strategy is implementation and implementation must include change -- Leadership means being good at market strategy and change -- The four key factors for implementation success -- Seven steps to successful implementation -- Finally...from Harrison to Hamilton and beyond -- Appendix 10.1: An Implementation Plan Template -- 11 The seven steps to implementation success (fast track) -- 1 Learn to use the Marketing Navigation System (Chapter 2) -- 2 Plan your implementation carefully (Chapters 3 and 4) -- 3 Test your implementation plan with a pilot exercise (Chapter 5) -- 4 Rollout implementation (Chapter 6) -- 5 Refine the implementation (see Chapter 7) -- 6 Use technology to improve your implementation testing (Chapter 8) -- 7 Improve implementation leadership (Chapter 9) -- The implications for leadership -- Marketing Navigation: Quick Reference Guide -- Part 4 -- Marketing Implementation Case Examples -- Austro: Accelerated implementation -- English Energy: Implementing a new market entry strategy -- European eCards: Successful implementation of smart marketing -- Global Language Partner Consulting: Charting an implementation course in China -- Globalserve: Combining account management with change management -- IEB: Implementing a new mindset.

ITSalesco: The challenge of a complex sales-driven company -- Kennametal: -- Keeping marketing plans on track -- Lafarge Jordan: -- Re-cementing a leadership position -- Medic: Implementation enlightenment in India -- Oxford Learning Lab: Online implementation -- Tuntex: A cautionary tale from the textiles industry -- I Index.