Includes index.

About the authors; Acknowledgments; Part 1; An Introduction to Marketing Navigation; 1A 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; 2The Marketing Navigation System; The Marketing Navigation System. The Navigation DashboardThe Risk-Commitment Matrix; The Risk-Commitment Diagnostic; The Marketing Helm; Using all the tools together; Working smarter with the Navigation System; 3The 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; 4How to plan your implementation journey; How to plan your implementation course. Step 3: Develop a change planStep 4: Use the plans to improve your position immediately; Step 5: Confirm your readiness for the next phase; Navigation Dashboard Example; 5Piloting your plan; What is a pilot?; How to pilot your plan; Navigation Dashboard example; 6Rolling out your plan; How to roll out your plan; The Winmap rollout; Navigation Dashboard example; 7Refining implementation; Why worry about refinement?; How to refine implementation; Confirming implementation is complete; Refining Winmap; Testing/evaluation; Navigation Dashboard example; 8The technology of testing. The importance of testingThe new technologies; Testing methods; Advanced testing with simulations; Using marketing simulations; Part 3; Summary and Implications; 9The 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; 10Conclusions; 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 changeThe 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; 11The 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); 3Test your implementation plan with a pilot exercise (Chapter 5); 4 Rollout implementation (Chapter 6); 5 Refine the implementation (see Chapter 7)

Billions of dollars are lost from marketing plans that fail to get implemented properly. This book draws upon fresh research, new technology and decades of experience to help marketers improve their chances of success. it proposes a practical marketing navigation system to help businesses ensure their plan identifies risks and delivers targets

In English text.