Marketing Planning & Strategy: A Practical Introduction

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 busines...