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: Paperback / softback
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 create 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. Throughout, a running case study about a small services business is presented, breaking down the marketing plan into easily digestible chunks. Additionally, a dedicated chapter explores key marketing strategy concepts, illustrating how they connect to market, firm, or decision-related factors. Interactive self-test questions and scenarios with tasks ensure an engaging 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 accurately budgeting and forecasting. Furthermore, it is supported by online resources for lecturers, including PowerPoint slides, an instructors manual, and a suggested syllabus. Suitable for courses on marketing planning and marketing strategy, this book will enhance your understanding and decision-making abilities in the field of marketing.

Weight: 540g
Dimension: 186 x 232 x 22 (mm)
ISBN-13: 9781529760132