Marketing Plans

A fully updated edition of the internationally bestselling resource on marketing planning

In the Ninth Edition of the bestselling Marketing Plans, a team of celebrated marketing strategists and educators delivers a fully up-to-date version of the leading marketing planning textbook, integrating the latest digital marketing trends. In the book, you’ll find a proven, start-to-finish approach to planning your firm’s marketing, complete with brand-new content on digital and sustainable marketing.

The authors include best-practice guidance on omnichannel management, integrated marketing communications, key account management, and customer relationship management. They also provide a step-by-step process for developing marketing strategy, including methods to create powerful, differentiated value propositions. You’ll discover how to prioritise marketing efforts on the segments and strategies that deliver the greatest returns, while learning from industry leaders on how to embed world-class marketing within your organisation.

Marketing Plans, Ninth Edition remains an essential resource for aspiring and practising professionals working in marketing, sales, strategy, and general management.