Publisher's Synopsis
This book is everything students would expect of an introduction to marketing planning, models and frameworks. It's concise, accessible and academically rigorous. But it's also friendly, usable, approachable, written to engage rather than intimidate and above all, not boring. Author Philip Jarman uses his extensive hands-on and teaching experience to deliver an alternative to traditional door-stop sized textbooks and encourages students and novice marketers to think about the context in which they are planning, why a plan is needed and how and why they should use models to get the best results. Part of the UNPACKING series - an 'all you need' how-to series which guides students through all the major areas of a marketing/business degree. Texts are designed to be trusted career-long companions that build to create a comprehensive marketing library tailored to specific needs.
