The book aims to provide a comprehensive, holistic and practical
framework for readers who are interested or involved in developing
a marketing plan so that they can appreciate various marketing
concepts and put them together in an easy to read guide. Demanding
and savvy customers along with a turbulent marketing environment,
require marketers to be highly sensitive to the environmental
monitoring systems capable of identifying the latest marketing
trends and opportunities and threats at an early stage. In response
to these issues, the proposed manuscript covers the themes of
planning, implementing and controlling marketing activities, which
will provide guidance to marketers and non-marketer alike, in
undertaking a marketing plan. The latest research findings in the
marketing area are included. This book is written for marketing
students and it is the intention of the authors to make this
manuscript as basic, straightforward and to the point as possible.
Business practitioners will also find this book useful.
General
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