Contents:
01 Introduction; 1.1 Cheerleaders for the demise of the strategic marketing function; 1.2 More than a sum of its parts; 1.3 Assessing the right things for the future; 1.4 A new perspective on the accountability of marketing; 1.5 The structure of this book; References; 02 Strategic marketing planning
a brief overview; Summary; 2.1 Introduction; 2.2 Positioning marketing planning with marketing; 2.3 The marketing planning process; 2.4 How formal should this process be?; 2.5 What should appear in a strategic marketing plan?; 2.6 How the marketing planning process works 2.7 Guidelines for effective marketing planning2.8 Twelve guidelines for effective marketing; 2.9 Conclusions; References; 03 A three-level marketing accountability framework; Summary; 3.1 Introduction; 3.2 A three-level marketing accountability framework; 3.3 Three distinct levels for measuring marketing effectiveness; 3.4 Level 2: linking activities and attitudes to outcomes; 3.5 Level 3: micro measurement; Acknowledgement; References; 04 A process of Marketing Due Diligence; Summary; 4.1 What is the connection between marketing and shareholder value? 4.2 What is the Marketing Due Diligence diagnostic process?4.3 Implications of the Marketing Due Diligence process; 4.4 The linkage of strategy risk to shareholder value; 4.5 The risk and return relationship; 4.6 A focus on absolute returns rather than risk; 4.7 Alignment with capital markets; 4.8 Turning Marketing Due Diligence into a financial value; 4.9 Highlighting deficiencies and key risks; 4.10 Implications for business; Note; References; 05 The Marketing Value Metrics model and process; Summary; 5.1 Introduction; 5.2 Overview of the Marketing Value Metrics model 5.3 Implementing the Marketing Value Metrics model5.4 The workshop team; References; 06 Segmentation
the basic building block for markets; Summary; 6.1 Introduction; 6.2 Markets we sell to; 6.3 Stage 1
defining the market; 6.4 Stage 2
who specifies what, where, when and how; 6.5 Case study; 6.6 Segmentation and the Metrics model; Note; References; 07 How to become the first choice for the customers you want; Summary; 7.1 What are impact factors?; 7.2 Qualifying factors; 7.3 Critical success factors (CSFs); 7.4 Productivity factors 7.5 Analysing impact factors: a strategy-based alternative7.6 Impact factors: using 'gap' analysis for creating organizational alignment; 7.7 Helpful pointers; References; 08 Turning strategy into action, and measuring outcomes; Summary; 8.1 Developing action plans; 8.2 Developing the budget; 8.3 Budget templates; 8.4 Establishing linkages; 8.5 In conclusion; References; 09 Delivering accountability
finalizing the metrics strategy; Summary; 9.1 Developing metrics that matter; 9.2 Auditing for success; 9.3 Bringing it all together; References