The Marketing Plan

John Westwood's step-by-step marketing planning guide was a solid practical handbook in its time, and the international marketing coverage gave it more range than most competitors. But the 2002 third edition was written before digital marketing, social media, or data analytics existed as serious disciplines, which means the core of modern marketing planning is simply absent. Working marketers and MBA students today would be better served by a more current text; this one has aged out of practical usefulness for most readers.