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Marketing Plans, Fifth Edition, is a practical, step-by-step guide to marketing planning. This international, bestselling textbook from one of the world's leading marketing experts has been thoroughly revised and carefully updated with the latest developments in e-marketing, CRM, and new planning practices. Designed as a total, student-friendly resource it features: key concepts, crucial terms, examples, headlines, marketing insights, case studies, and exercises. The book is established as essential reading for all serious professional marketers and students of marketing, both undergraduates and those on professional courses for CIM and CAM. Above all it provides a practical, hands-on approach for implementing every single concept included in the text.