The book aims to provide a comprehensive, holistic and practical framework for readers who are interested or involved in developing a marketing plan so that they can appreciate various marketing concepts and put them together in an easy to read guide. Demanding and savvy customers along with a turbulent marketing environment, require marketers to be highly sensitive to the environmental monitoring systems capable of identifying the latest marketing trends and opportunities and threats at an early stage. In response to these issues, the proposed manuscript covers the themes of planning, implementing and controlling marketing activities, which will provide guidance to marketers and non-marketer alike, in undertaking a marketing plan. The latest research findings in the marketing area are included. This book is written for marketing students and it is the intention of the authors to make this manuscript as basic, straightforward and to the point as possible. Business practitioners will also find this book useful.

Includes bibliographical references and index.

1. Introduction to marketing planning --
2. The situation analysis --
3. Analyzing the target market, part 1, marketing research --
4. Analyzing the target market, part 2, consumer behavior and the target marketing process (segmentation, targeting, and positioning) --
5. Marketing objectives and strategy formulation --
6. Planning for products and brands --
7. Planning for pricing --
8. Planning for integrated marketing communications --
9. Planning for distribution channels and market logistics --
10. Marketing implementation and control --
Appendix: Pindari Boomerang Factory marketing plan example --
References.

In any journey, if you don't know where you are going, how will you know when you get there? Equally, if you don't have a focus and direction for your organization, which is underpinned by realistic, actionable, measurable, marketing objectives and a good idea of how to achieve those objectives, then how can you grow your business and achieve long- term profitability? This book aims to provide a comprehensive, holistic, and practical framework for the essential business process of marketing planning. It is targeted toward students of marketing and business practitioners-- marketers and nonmarketers alike-- and draws together elements of theoretical concepts, strategic thinking processes, latest research findings, and marketing applications in a straightforward, logical manner.