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Marketing Planning & Strategy: A Practical Introduction by John Dawes

Marketing Planning & Strategy: A Practical Introduction

by John Dawes
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Book cover type: Paperback
  • ISBN13: 9781529760132
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Sage Publications Ltd
  • Publisher Imprint: Sage Publications Ltd
  • Publication Date:
  • Pages: 360
  • Original Price: GBP 45.99
  • Language: English
  • Edition: N/A
  • Item Weight: 513 grams
  • BISAC Subject(s): Marketing / General

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.

Dawes, John: -

John Dawes is a Professor of Marketing at UniSA Business and an Associate Director of the Ehrenberg-Bass Institute for Marketing Science with a long-standing interest in buyer behavior and brand performance metrics, customer loyalty, pricing, as well as how knowledge about buyers, and competitors translates into competitive strategy.

John has conducted research projects for global corporations including HSBC, Mars Inc., Unilever, Brown-Forman, Glaxo SmithKline and Gustav Paulig and co-authored a wide ranging review of pricing practices commissioned by the UK Office of Fair Trading. He has published research in leading journals including Journal of Retailing, Journal of Service Research, Journal of Business Research, European Journal of Marketing and Marketing Letters among others.

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