Just published: New edition!

This week, the new edition of my Essential Guide to Marketing Planning was published. The book has been updated and revised to reflect the latest principles in marketing and a how-to approach to the marketing planning process:

Chapter 1 Introduction to marketing planning today
Chapter 2 Analysing the current situation
Chapter 3 Analysing customers and markets
Chapter 4 Segmenting, targeting and positioning
Chapter 5 Planning direction and objectives
Chapter 6 Planning for products and brands
Chapter 7 Planning for pricing
Chapter 8 Planning for channels and logistics
Chapter 9 Planning for communications and influence
Chapter 10 Supporting the marketing mix
Chapter 11 Planning metrics and performance measurement
Chapter 12 Planning implementation and control
Appendix: Sample marketing plan: Lost Legends Luxury Chocolatier

New in this edition are definitions of marketing terms such as content marketing, co-creation, key performance indicators, multichannel marketing, pop-up shops and social gifting.

Also new are 12 case studies illustrating diverse challenges and opportunities  in consumer and business marketing. Among the companies featured in these cases are Burberry, the 'Ferrari train', Google, Hyundai, Inditex, L'Oreal, Marks & Spencer, Michelin, Nike, SAP and Uniqlo. (To see this book on Amazon UK, click here.)

Of course, I will periodically update these cases and discuss other real-world examples of marketing in action right here on the blog. Please check back again! And thank you.