Abstract

Now in its 6th edition Marketing Plans is a highly renowned international bestseller. The book has been thoroughly revised throughout, and every chapter has been carefully updated with special attention paid to the latest developments in e-marketing, CRM and new planning practices.
Marketing Plans is designed as a total, user friendly learning resource. Careful use of layout and colour ensures the text has maximum clarity, and the list of learning features includes:
• Key Concepts
• Crucial Terms
• Examples
• Headlines
• Marketing Insights
• Case Studies
• Exercises
The book is established as essential reading for all serious professional marketers and students of marketing, both undergraduates and those on professional courses for CIM and CAM. Above all it provides a practical, hands-on approach for implementing every single concept included in the text.
* A comprehensively revised and updated edition of the definitive and internationally bestselling guide to Marketing Planning
* Retains the practical step-by-step approach that gives the book unique clarity
* Incorporates all the latest thinking in e-marketing, CRM and new planning practices
"It is cleary and powerfully written and is probably the best book on the theory and practice of marketing planning ever written." Warren J. Keegan, Professor of International Business and Marketing Director, Institute for Global Business Strategy, Pace University, New York