Contents
Marketing Campaign Developmentiii
This is the Table of Contents (TOC) from the book for your reference. The eBook TOC (below) differs in pagecount from the tradebook TOC.
IntroductionChapter 1The Truth about CampaignDevelopment. . . . . . . . . . . . . . . . . . . . . . . . . . 3
Why is campaign development important?. . . . . . . . .3Sun Microsystems: a case study . . . . . . . . . . . . . . . .5Introducing the Integrated Marketing Plan (IMP)template . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .11Campaigns versus activities. . . . . . . . . . . . . . . . . . .14
Chapter 2Secrets of a Best-in-Class CampaignDevelopment Process . . . . . . . . . . . . . . . . . 15
What is the campaign development process,and what triggers it?. . . . . . . . . . . . . . . . . . . . . . . . .16Part 1: Overview of the campaign developmentprocess. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .17How the most successful companies developtheir best campaign plans. . . . . . . . . . . . . . . . . . . . .18Breaking down the basic campaigndevelopment process. . . . . . . . . . . . . . . . . . . . . . . .20The Kickoff Meeting: prelude to planning. . . . . . . . .22Synchronization Meetings: building the IMP. . . . . . .27Decision: steering committee review meetings . . . .31Part 2: Roles and responsibilities. . . . . . . . . . . . . . .35Part 3: Answers to the four most commonquestions about the process. . . . . . . . . . . . . . . . . . .36
Chapter 3Setting the Foundation of Your Campaign . . . . . . . . . . . . . . . . . . . . . . . . . . . 39
The three pillars that define a marketingcampaign’s success. . . . . . . . . . . . . . . . . . . . . . . . .39
NOTE:.....................................1
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