Includes index.

Chapter 1: Understanding the marketing process -- Chapter 2: The marketing planning process : The main steps -- Chapter 3: The customer and market audit Part 1: Understanding markets and markets segmentation -- Chapter 4: The customer and market audit Part 2: Understanding customer needs and developing value prepositions -- Chapter 5: The customer an market audit Part 3: The product audit -- Chapter 6: Setting marketing objectives and strategies -- Chapter 7: The integrated marketing communications plan -- Chapter 8: The sales and key account plan -- Chapter 9: The omnichannel plan : The route to market --Chapter 10: The customer relationship management plan -- Chapter 11: The pricing plan -- Chapter 12: Implementation issues in marketing planning -- Chapter 13: Measuring the effectiveness of marketing planning -- Chapter 14: A step-by-step marketing planning system

"This book is in its 8th edition and has sold thousands of copies over many years The topic of marketing planning is on every curriculum in the world and this is the accepted, standard text on the topic. New world leading material on customer experience management drawing on several years research with experience leading blue-chips in Cranfield and Warwick. The authors are publishing on that in the world's top marketing journals, so aiding adoption"-- Provided by publisher.

McDonald, M., Wilson, H., & Chaffey, D. (2024). Marketing plans: Profitable strategies in the digital age (9th ed.). John Wiley & Sons.