Marketing Plans: Profitable Strategies in the Digital Age - Paperback

by Malcolm McDonald (Author), Hugh Wilson (Author), Dave Chaffey (Author)

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 marketing within the organisation.

Perfect for students and executives alike in marketing, sales, strategy, and general management, Marketing Plans, 9th edition remains the world's leading resource on the critical topic of marketing strategy and planning.

Back Jacket

A fully updated edition of the internationally bestselling resource on marketing planning

In the Ninth Edition of the bestselling Marketing Plans, a team of celebrated marketing strategists and educators delivers a fully up-to-date version of the leading marketing planning textbook, integrating the latest digital marketing trends. In the book, you'll find a proven, start-to-finish approach to planning your firm's marketing, complete with brand-new content on digital and sustainable marketing.

The authors include best-practice guidance on omnichannel management, integrated marketing communications, key account management, and customer relationship management. They also provide a step-by-step process for developing marketing strategy, including methods to create powerful, differentiated value propositions. You'll discover how to prioritise marketing efforts on the segments and strategies that deliver the greatest returns, while learning from industry leaders on how to embed world-class marketing within your organisation.

Marketing Plans, Ninth Edition remains an essential resource for aspiring and practising professionals working in marketing, sales, strategy, and general management.

Author Biography

Malcolm McDonald is Emeritus Professor of Marketing and former Deputy Director of Cranfield School of Management. He has worked with the operating boards of many of the world's multinational companies such as IBM, Xerox and BP.

Hugh Wilson is Professor of Marketing at Warwick Business School. He began his career in technology and marketing roles for IBM, Xerox and NCR. He now works with Unilever, Neste and others on sustainability-related marketing challenges.

Dave Chaffey is co-Founder of Smart Insights, an online training service providing advice and alerts on best-practice and industry developments about integrated digital marketing strategy.