A one-stop shop reference point for scholars, students and practitioners and brings state-of-art knowledge on marketing management and related areas (such as digital marketing management) with a new modern perspective within the digital world.

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.

Draws upon fresh research, new technology and decades of experience to help marketers improve their chances of success