Marketing Plans, 8th Edition

An important note to the reader from the authors

MARKETING PLANNING AND DIGITAL

Since the Seventh Edition, digital marketing, especially in the form of social media, has made great strides forward.

This book, however, is unashamedly NOT about digital, although particularly in the chapters on communications it features prominently and is totally up to date. The reason is simple. Strategic marketing is NOT digital marketing, which is just another communication channel.

In November 2013, Nicola Kemp wrote in Marketing (p.52):

For many companies, the greatest threat is not being out of touch with digital development, but losing sight of the fundamental needs of their customers and the underlying long-term drivers of their business.

In 2014, Helen Edwards, of London Business School, wrote in Marketing (pp. 36–37):

Yes, the fourth wave of digital marketing has arrived, but consumers are drowning in an ocean of branded pap and the interactive lifeline they really want to be thrown is the one whereby companies answer calls promptly, answer calls in person, keep their promises, make better products and contribute to a better world.

The point, dear reader, is that without a robust marketing strategy, it just isn't possible to have any kind of meaningful digital strategy. This book is about how to develop a winning marketing strategy for what is sold and to whom. Only when this has been done is it possible to develop a winning digital strategy.

Producing an effective marketing plan ...