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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