• ISBN13: 9789354794827
• Binding: Paperback
• Subject: Business Management
• Publisher: Sage Publications
• Publisher Imprint: Sage Texts
• Publication Date: May 13, 2022
• Pages: 284
• Original Price: INR 595.0
• Language: English
• Edition: N/A
• Item Weight: 505 grams
• BISAC Subject(s): Strategic Planning

In marketing, one of the most practical things one can learn is how to create a sound marketing plan. Marketing Planning and Strategy guides concisely through the marketing planning process from start to finish, drawing on examples from large brands. It features a running case study about a small services business that breaks the marketing plan into easy-to- digestible chunks. A dedicated chapter on marketing strategy concepts will help one 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. This book will help the reader to develop their marketing decision-making  by learning key skills such as how to do a SWOT analysis and how to budget and forecast correctly.

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.