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Marketing Planning: Models and Frameworks

Philip Jarman

ISBN: PBK: 978-1-911635-50-5; EBOOK: 978-1-911635-51-2


About this book | Table of contents | About the authors | Buy now
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.


Publication: November 2020

Table of contents

Ch 1. Introduction
Ch 2. Why make marketing plans?
- How large is the business?
- Who are you writing the plan for?
Ch 3. Do all business need to plan?
Ch 4. Structuring a plan
- Different planning frameworks
Ch 5. Models and frameworks
- Purpose
- Use
- Order and relationships
- Rationale
Ch 6. Putting it all together
- Writing and presenting the plan
- Using the plan
- Keeping the plan up-to-date
Ch 7. Conclusion
Index

Table of contents

Ch 1. Introduction
Ch 2. Why make marketing plans?
- How large is the business?
- Who are you writing the plan for?
Ch 3. Do all business need to plan?
Ch 4. Structuring a plan
- Different planning frameworks
Ch 5. Models and frameworks
- Purpose
- Use
- Order and relationships
- Rationale
Ch 6. Putting it all together
- Writing and presenting the plan
- Using the plan
- Keeping the plan up-to-date
Ch 7. Conclusion
Index

About the authors

Philip Jarman, Lecturer in Marketing (Strategy and Marketing), University of Sussex, UK

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