Marketing Planning by Jim Blythe (eBook)

Marketing Planning provides an overview of the essential elements of marketing planning with a particular emphasis on the components of the marketing planning process, whilst highlighting the three core themes of environment, strategy and context. The book features an innovative running case study which follows a company through the entire process of marketing planning, stage by stage and chapter by chapter, finishing with a completed marketing plan.

About The Author

Jim Blythe is Visiting Reader at Plymouth Business School. An experienced textbook author, he is Senior Examiner for the Marketing Essentials unit run by the CIM.

Phil Megicks is Professor of Marketing and Strategy and Head of the School of Business and Management at the University of Plymouth. He is Senior Examiner with the CIM and designed the Level 6 Marketing Planning Process unit launched in 2009.

Publisher ‏ : ‎ Pearson Education Limited
Language ‏ : ‎ English
Author  :  Jim Blythe
Type  :  eBook (PDF)
ISBN  :  9780273724711