Marketing Plans: Profitable Strategies in the Digital Age

The latest edition of the leading and internationally bestselling text on marketing planning

In the newly revised ninth edition of Marketing Plans, a team of renowned marketing strategists and professors delivers a fully updated version of the gold standard in marketing planning textbooks. The book contains a proven, start-to-finish approach to planning your firm's marketing and is complemented by brand-new content on digital marketing and sustainable marketing.

The authors have also included best-practice guidance on omnichannel management, integrated marketing communications, key account management, and customer experience management. The book provides:

• A best-practice, step-by-step process for coordinating marketing strategy and planning
• Methods to create powerful, differentiated value propositions
• Tools to prioritise marketing efforts on segments and strategies that will deliver the greatest returns in growth and profits
• Lessons from the leaders on how to embed world-class marketing within the organisation.

Perfect for students and executives alike in marketing, sales, strategy, and general management, Marketing Plans, 9th edition remains the world's leading resource on the critical topic of marketing strategy and planning.

在全球暢銷的行銷策劃領域，最新版本的領導性國際暢銷書籍已經問世。在重新修訂的第九版《行銷計劃》中，一群著名的行銷策略家和教授們提供了一本全面更新的行銷策劃教科書，成為行銷策劃領域的黃金標準。該書提供了一套經過驗證的從頭到尾的行銷策劃方法，並新增了關於數位行銷和可持續行銷的全新內容。

作者還提供了關於全通路管理、整合行銷溝通、重要客戶管理和客戶體驗管理的最佳實踐指導。該書提供了以下內容：
- 協調行銷策略和策劃的最佳實踐、逐步流程
- 創造強大且獨特的價值主張的方法
- 工具來優先考慮能夠在增長和利潤方面帶來最大回報的市場區隔和策略
- 來自行業領袖的經驗教訓，如何在組織內嵌入世界一流的行銷。

《行銷計劃》第九版非常適合行銷、銷售、策略和總體管理等領域的學生和高管。它仍然是全球關鍵性行銷策略和策劃主題的領先資源。

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.

Malcolm McDonald是市場營銷學的名譽教授，曾任Cranfield School of Management副主任。他曾與IBM、Xerox和BP等世界知名跨國公司的營運董事會合作。

Hugh Wilson是華威商學院的市場營銷學教授。他在IBM、Xerox和NCR等公司擔任技術和市場營銷職位。他現在與聯合利華、Neste等公司合作，處理與可持續發展相關的市場營銷挑戰。

Dave Chaffey是Smart Insights的聯合創始人，該公司提供在整合數位營銷策略方面的最佳實踐和行業發展的建議和警示的線上培訓服務。