Marketing Planning (UK Higher Education Business Management)

The second edition of "Marketing Planning: A Global Perspective" offers students a concise, modern and well-structured introduction to marketing planning. Suitable for modules in Marketing Planning and International Marketing Planning, the book is designed for students at levels 2 and 3 of their marketing degree. The book is characterized by a unique global perspective on the subject of marketing planning, which offers a modern approach to reflect the needs of organizations to deal with customers on a global basis and adapt their marketing plans to the different markets and countries in which their customers operate. In this new edition, key areas such as Corporate Social Responsibility, Global Account Management, Price Bundling and The EU enlargement have all been factored in making this text completely up to date and relevant.