Marketing Plans: How to Prepare Them, How to Profit from Them

＂This book is in its 8th edition and has sold thousands of copies over many years The topic of marketing planning is on every curriculum in the world and this is the accepted, standard text on the topic. New world leading material on customer experience management drawing on several years research with experience leading blue-chips in Cranfield and Warwick. The authors are publishing on that in the world’s top marketing journals, so aiding adoption＂--

Malcolm McDonald is Emeritus Professor of Marketing and former Deputy Director of Cranfield School of Management. He has worked with the operating boards of many of the world’s multinational companies such as IBM, Xerox and BP.

Hugh Wilson is Professor of Marketing at Warwick Business School. He began his career in technology and marketing roles for IBM, Xerox and NCR. He now works with Unilever, Neste and others on sustainability-related marketing challenges.

Dave Chaffey is co-Founder of Smart Insights, an online training service providing advice and alerts on best-practice and industry developments about integrated digital marketing strategy.