Marketing Planning & Strategy: A Practical Introduction

This book provides a step-by-step guide to creating a sound marketing plan, using examples from large brands and digital start-ups. It includes a running case study, self-test questions, and scenarios, and is suitable for marketing planning and marketing strategy courses.

Format: Hardback
Length: 296 pages
Publication date: 28 September 2021
Publisher: SAGE Publications Ltd

We understand your eagerness to acquire practical workplace skills during your university education, ensuring your job readiness upon graduation. In the realm of marketing, one of the most valuable skills you can cultivate is the ability to develop a robust marketing plan. This comprehensive new book serves as a guide, taking you step-by-step through the entire marketing planning process, drawing upon examples from renowned brands such as Ikea and Krispy Kreme, as well as digital start-ups like Starling Bank.

Features a running case study that breaks down a marketing plan for a small services business into easily digestible chunks, making it relatable and practical. Additionally, a dedicated chapter delves into key marketing strategy concepts, helping you understand how they relate to market, firm, or decision-related factors. Throughout the book, you'll encounter self-test questions and scenarios with tasks, fostering an engaging and active learning experience.

Practical in its step-by-step approach and inclusion of activities and scenarios, this book is written in a simple yet scholarly manner, equipping you with essential skills such as conducting a SWOT analysis and budgeting and forecasting accurately. Furthermore, it is supported by online resources for lecturers, including PowerPoint slides, an instructors manual, and a suggested syllabus, making it an invaluable resource for marketing planning and marketing strategy courses. Whether you're a student or a professional seeking to enhance your marketing skills, this book is an excellent choice.

Weight: 700g
Dimension: 232 x 186 (mm)
ISBN-13: 9781529760125