Marketing Plans, 9th Edition

Learning features

This Ninth Edition of Marketing Plans has full pedagogical features as follows:

Summary

Each chapter begins with bullet points which highlight the main features and learning to be covered in the chapter.

Key Concepts

Principal marketing ideas and themes are highlighted as snapshots throughout the text.

Crucial Terms

Concise definitions of important terms and vocabulary are provided in the margin to allow for a smoother, easier reading of the text.

Marketing Insights

Real-life marketing stories contextualize learning.

Digital Marketing Insights

While the book's core frameworks apply equally to online and offline marketing, some digital-specific material is provided under this heading.

Headlines

Highlights taken from the text as marginalized notes bring important points to the attention of the reader.

Case Studies

In-depth studies of marketing experiences show how the theories work in real-world companies.

Application Questions

These appear at the end of each chapter and relate the theory to practice by asking the reader to apply the theory to real-life situations.

Chapter Review

This condenses the main themes of the chapter and directs the reader to relevant exercises for each topic for them to try.

Exercises

These appear at the end of each chapter and are preceded, where necessary, by a brief introduction, which informs the reader of the issues and concepts they will find within each exercise. Each exercise helps the reader to translate ...