A fully revised and updated 8th edition of the highly renowned
international bestseller
The 8th edition of this highly acclaimed bestseller is thoroughly
revised with every chapter having been updated with special attention to
the latest developments in marketing.
Marketing Plans is designed as a tool and a user-friendly learning
resource. Every point illustrated by powerful practical examples and
made actionable through simple, step-by-step templates and exercises.
The book is established as essential reading for all serious
professional marketers and students of marketing, from undergraduate and
postgraduate to professional courses for bodies such as CIM. Above all
it provides a practical, hands-on guide to implementing every single
concept included in the text.
New chapters and content include:
- A 'Does it Work' feature throughout demonstrating examples of real
successes using the processes in the book
- More substantial coverage of consumer behaviour to balance the book's
focus with B2B planning
- Digital techniques and practices brought fully up to date
- Also includes a comprehensive online Tutors' Guide and Market2Win
Simulator for those who teach marketing strategy