In marketing, one of the most practical things one can learn is how to create a sound marketing plan. Marketing Planning and Strategy guides concisely through the marketing planning process from start to finish, drawing on examples from large brands. It features a running case study about a small services business that breaks the marketing plan into easy-to- digestible chunks. A dedicated chapter on marketing strategy concepts will help one understand how they link to market, firm or decision-related factors. Self-test questions and scenarios with tasks throughout make for an active learning experience. This book will help the reader to develop their marketing decision-making by learning key skills such as how to do a SWOT analysis and how to budget and forecast correctly.