Careful, creative planning is essential in today’s global marketplace, where customers’ needs and behaviours are constantly changing, economic circumstances are unpredictable, competitive pressure is intense and every day brings new technological advances. This book is your essential guide for learning how to prepare a thoughtful, comprehensive marketing plan to achieve financial, marketing and strategic objectives. Use this 4th edition to gain insights from the experiences of marketers worldwide and apply your knowledge to develop a marketing plan of your own. Chapters guide you through researching your market, analysing your competitive situation, objectives setting and deciding on marketing strategies to develop a creative, effective marketing plan for any product.Fully updated with the newest developments in digital, social media and mobile marketing, balancing use of Big Data with security and privacy, trends such as pop up retailing and ad blocking, strategies for competitive advantage and incorporating measurements into your marketing planning this practical guide is friendly and approachable.