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Marketing Plans: How to prepare them, how to profit from them
£36.00£37.00 (-3%)
A fully revised and updated 8th edition of the highly renowned international bestseller The 8th edition of this highly acclaimed bestseller is thoroughly revised with every chapter having been updated with special attention to the latest developments in marketing. Marketing Plans is designed as a tool and a user friendly learning resource. Every point illustrated by powerful practical examples and made actionable through simple, step by step templates and exercises. The book is established as essential reading for all serious professional marketers and students of marketing, from undergraduate and postgraduate to professional courses for bodies such as CIM. Above all it provides a practical, hands on guide to implementing every single concept included in the text. New chapters and content include: * A Does it Work feature throughout demonstrating examples of real successes using the processes in the book * More substantial coverage of consumer behaviour to balance the book s focus with B2B planning * Digital techniques and practices brought fully up to date * Also includes a comprehensive online Tutors Guide and Market2Win Simulator for those who teach marketing strategy
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Additional information
| Publisher | 8th edition (7 Oct. 2016), John Wiley & Sons |
|---|---|
| Language | English |
| Paperback | 640 pages |
| ISBN-10 | 111921713X |
| ISBN-13 | 978-1119217138 |
| Dimensions | 19.05 x 3.3 x 24.13 cm |
by Tomcat90
Super useful content for my studies!
by Angela Stimamiglio
It is an extremely useful book for marketing practitioners. It is very practical and easy to follow. Highly recommended!
by Amazon Customer
Fantastic purchase! i had my doubts being ‘used’ but the book arrived and looks brand new! very pleased especially for the reduced price. Thank you!
by Roy Webster
Excellent book on marketing. A mustvread
by Papathanasopoulos Achilleas
Perfect. Deserves 5 stars.
by b4-its-2-l8
Thorough coverage of what really goes into creating (winning) marketing strategies using case studies and examples throughout the book to expand upon the ideas expressed. It’s good at sign-posting where it’s going, for example, each chapter always starts with a summary of what’s within but even within the chapters themselves there will be additional pointers for the direction of text like “what we will see next is… xxxx”, or “over the next three chapters we will see… xxxx”, I like this style of writing as it helps to keep me focussed and I already have a framework for what I’m about to learn.
One of the things I don’t like (and this may well be a negligible issue for most people) is small text written in a serif font and this book is chock-full of it, I need my glasses to read it clearly as it strains my eyes and as a result my concentrating starts to wander. I know many people think serif fonts are ‘prettier’ but give me a text book with a plain old boring sans serif fonts and I’ll be a happy camper (as long as it’s a book of interest for me). An Ed Psych once explained to me that that’s quite typical for a dyslexic, so I know I’m definitely in the minority!
All in all this text book gives great coverage and it’s well thought out, if you’re a student of the subject, or intend to be, this should be in your personal library.
by sach
I borrowed this out of the library during my MBA as the recommended Kotler/Keller textbook was too academic and impractical to apply. Highly recommended if you’re tasked with having to create a strategic marketing plan for a business. Down to earth practical guidance, not academic backward looking theory. Helped me with my business work as well.
by Toast
Very thorough and practical step-by step guide to selecting, targeting and implementing marketing plans.
The book has 14 chapters which are divided into three parts. While everything in the book is still valid, a lot of the examples are out of date and losing relevance (i.e. a fertiliser case study with different types of farmer to target).
While the book talks about multi-channel approach, it fails to even mention omni-channel strategies or draw on relevant and recent examples of companies who have successfully implemented omni-channel methods.
In regards to the future of marketing, new channels like speech or mass-customisation enabled by big data analytics don’t feature in the book. Technology is developing so fast that it is impossible to expect the book to be able to cover the most recent innovations.
However, the book needs a more thorough revision to remain relevant. Still good for the very basics.