《BRAND MANAGEMENT PLANNING AND CONTROL》

PART Ⅰ OPERATIONAL PLANNING3

1 The Brand Manager3

The role of the brand manager3

Responsibilities4

The brand manager and the company6

Control of the marketing-planning function9

2 Operational Planning Needs11

3 The Operational Marketing Plan17

The primacy of the plan17

Objectives of the operating marketing plan20

Basic structure of the plan21

The purposes of the operational marketing plan25

4 The Product Plan29

Introduction29

The approach to product planning30

Major areas of review34

Product-plan format35

5 Product Strategy41

Product formulation and packaging41

Product costs and prices46

6 Promotional Policy55

Advertising56

Consumer and trade promotions65

Sales aids77

Public relations78

7 Sales Policy81

Trade terms81

The unit sales forecast84

Trade coverage85

Salesmen’s incentives86

8 The Revenue Account87

9 Performance Objectives91

10 Contributors to the Product Plan95

11 Plan Approval100

Planning calendar104

PART Ⅱ OPERATIONAL EXECUTION AND CONTROL109

12 Product Control109

Marketing versus manufacturing needs109

Resolving conflicts113

13 Selling Control118

Sales targets118

Sales-order analysis119

Sales-force administration121

14 Promotional Control137

Introduction137

Advertising control140

Control of consumer and trade promotions153

15 Financial Control159

Introduction159

Revenue and price161

Expenditures178

The revenue account193

16 Control and Market Research199

Benefits of market research200

Limitations of market research203

Control data205

PART Ⅲ POSTSCRIPT231

17 Brand Management and the Future231

Improving the data base231

Increasing centrasation of marketing control232

Changes in the market-place232

Marketing personnel234

Glossary of Terms used in Marketing Accountancy237

Notes242

References244

Index247