Fully revised and updated, this text acknowledges that the most important task faced by any marketing communications practitioner is to identify and select an optimum promotions mix to help achieve an organisation’s business objectives.

A concise and user friendly introduction to marketing planning, models and frameworks . It 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.

'''The Busy Manager’s Guide to Marketing''' is a readable, accessible and easy-to-follow book for practising managers with limited time and big ambitions.