Marketing Planning & Strategy

A Practical Introduction

John Dawes ,

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Marketing Planning & Strategy: A Practical Introduction

About the eBook

We know how eager you are to learn practical workplace skills at university so that you are "job ready" following graduation. In marketing, one of the most practical things you can learn how to do is create a sound marketing plan. 

This new book guides you concisely through the marketing planning process from start to finish, drawing on examples from large brands like Ikea and Krispy Kreme to digital start-ups like Starling Bank. Features a running case study about a small services business that breaks the marketing plan down into easy to digestible chunks. A dedicated chapter on marketing strategy concepts to help you understand how they link to market, firm or decision-related factors. Self-test questions and scenarios with tasks throughout make for an active learning experience.


Practical in its step-by-step approach and inclusion of activities and scenarios and written simply whilst still underpinned by marketing strategy scholarship, this book will help you to develop your marketing decision-making throughout by learning key skills such as how to do a SWOT analysis and how to budget and forecast correctly.


Supported by online resources for lecturers including PowerPoint slides, an instructor’s manual and a suggested syllabus.


Suitable reading for marketing planning and marketing strategy courses.

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