Do to others what you want them to do to you

30 Jan 2012

Reading List for Marketing Planning Module 1

Would love to hear your comments on the reading list. Please feel free to suggest any book or paper if you feel that I have missed out any.

Mission Statements:

Peyrefitte, J. and David, F.R. (2006) A Content Analysis of the Mission Statements of United States Firms in Four Industries. International Journal of Management, 23(2), 296-301.

Bartkus, B., and Glassman, M. (2008). Do Firms Practice What They Preach? The Relationship Between Mission Statements and Stakeholder Management. Journal of Business Ethics, 83(2), 207-216.

Marketing Audit:

Rothe, J.T., Harvey, M.G., and Jackson, C.E. (1997). The Marketing Audit: Five Decades Later. Journal of Marketing Theory and Practice, 5(3),1-16.

Porter’s Five Forces:

Grundy, T. (2006). Rethinking and Reinventing Michael Porter’s Five Forces Model. Strategic Change, 15 (5), 213-229.

SWOT Analysis:

Villinger, N. D. (2009). Analyzing non-profit organizations: managerial frameworks and evaluation. Journal of Global Business Issues, 3(1)61-65.

McDonald, M. (1996)“Strategic Marketing Planning”  (2nd edition) London: Kogan Page – Chapter 5: Strategic Marketing Planning: What It Is and How To Do It, pp 143-170.

Hatton, A. (2000). “The Definitive Guide to Marketing Planning”, London: FT-Prentice Hall– Chapter 2: Unravelling the Planning Puzzle pp 29-54.

Brassington, F. and Pettitt, S. (2006).“Principles of Marketing” (2006) (4th edition) Harlow:FT Prentice Hall – Chapter 21: Marketing Planning, Management, and Control pp 993-1050.

McDonald, M. and Woodburn, D. (2007). “Key Account Management: The Definitive Guide” (2nd edition). Oxford: Butterworth-Heinemann – Chapter 8: Planning for Key Accounts pp 201-236

McDonald, M. and Dunbar, I. (2004). “Market Segmentation: How to do it. How to profit from it. Oxford: Butterworth-Heinemann – Chapter 2: The Central Role of Market Segmentation in Profitable Growth pp 11-30.

McDonald, M., Ward, K. and Smith, B. (2005). “Marketing Due Diligence: Reconnecting Strategy to Share Price”, Oxford: Butterworth-Heinemann – Chapter 4: Assessing Market Risk pp 69-96.

Ryals, L. and McDonald, M. (2008). “Key Account Plans: The Practitioners guide to Profitable Planning”, Oxford: Butterworth-Heinemann – Chapter 4: How to Understand the Marketing Processes of Your Key Accounts: Strategic Marketing Planning pp 79-110.

de Chernatony, L. and McDonald, M. (2003). “Creating Powerful Brands” (3rd edition) Oxford: Butterworth-Heinemann – Chapter 11: Brand Planning pp 402-435.

Marketing Strategies:

Richardson, M. and Evans, C. (2007). Strategy in Action Applying Ansoff’s Matrix Manager: British Journal of Administrative Management Issue 59 pp1-3.

Pleshko, L. P., and Heiens, R.A. (2008). The contemporary product-market strategy grid and the linkto market orientation and profitability. Journal of Targeting, Measurement & Analysis for Marketing, 16(2), March, 108-114.

Portfolio Analysis and Market Segmentation:

Smith, M. (2002). Derrick's Ice-Cream Company: applying the BCG matrix in customer profitability analysis. Accounting Education, 11(4), 365-375.

Dibb, S. (1995). Developing a decision tool for identifying operational and attractive segments. Journal of Strategic Marketing, Vol. 3 Issue 3, September, p189-204.

Marketing Planning:

McDonald, M. (2006) Strategic Marketing Planning: Theory and Practice. Marketing Review, Vol 6 Issue 4 Winter pp. 375-418.

Keegan, W.J. (2004) Strategic Marketing Planning: A Twenty-First Century Perspective. International Marketing Review Vol 21 Issue 1 pp 13-16.

Wilson, H. N., and McDonald, M.H.B. (2001). An evaluation of styles of IT support for marketing planning. European Journal of Marketing, Vol. 35 Issue 7/8, p815-842.

“Strategic Marketing Planning” by Colin Gilligan and Richard S. Wilson (2003) Oxford: Butterworth-Heinemann – Chapter 12: The Formulation of Strategy 3: Strategies for Leaders, Followers, Challengers, and Nichers pp 517-592

M. E. Porter (1980). “Competitive Strategy”,  New York: Free Press – Chapter 1: Competitive Strategy: The Core Concepts pp 1-32

Hooley, G., Saunders, J. and Piercy, N. F. (2004). “Marketing Strategy and Competitive Positioning” (4th edition). London: FT-Prentice Hall Chapter 11: Creating Sustainable Competitive Advantage pp 301-334

Jobber, D. (2007)“Principles and Practices of Marketing” by  (5th edition) Berkshire: McGraw-Hill – Chapter 20: Competitive Marketing Strategy pp 809-846

McDonald, M and Payne, A (2005) .“Marketing Plans for Service Businesses”(2nd edition) by  Oxford: Butterworth-Heinemann – Chapter 3: Marketing Planning for Services: The Process pp 37-48.

Implementation and Control:

Dibb, S., Simkin, L., and Wilson, D. (2008) Diagnosing and treating operational and implementation barriers in synoptic marketing planning. Industrial Marketing Management, Vol 37 Issue 5 July pp 539– 553.

Dibb, S. (2005). Market Segmentation Implementation Barriers and How to Overcome Them. Marketing Review, Vol. 5 Issue1, Spring, p13-30.

Simkin, L. (2002). Barriers impeding effective implementation of marketing plans—a training agenda. Journal of Business & Industrial Marketing, Vol. 17 Issue 1, p8-24.

Wood, M. B. (2002). “The Marketing Plan: A Handbook” by  Upper Saddle River, New Jersey: Prentice Hall – Chapter 11: Planning to Measure Performance pp 191-209.

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