The latest edition of the leading and internationally bestselling text on marketing planning In the newly revised ninth edition of Marketing Plans, a team of renowned marketing strategists and professors delivers a fully updated version of the gold standard in marketing planning textbooks. The book contains a proven, start-to-finish approach to planning your firm’s marketing and is complemented by brand-new content on digital marketing and sustainable marketing. The authors have also included best-practice guidance on omnichannel management, integrated marketing communications, key account management, and customer experience management. The book provides: * A best-practice, step-by-step process for coordinating marketing strategy and planning * Methods to create powerful, differentiated value propositions * Tools to prioritise marketing efforts on segments and strategies that will deliver the greatest returns in growth and profits * Lessons from the leaders on how to embed world-class
