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

'''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.