ESCP Europe

This book provides a step-by-step approach to developing an effective and results-oriented marketing plan. It explains how to conduct audits, define objectives, manage budgets, and design impactful campaigns. The guide also highlights the use of digital tools such as email, social media, and web analytics to target audiences efficiently. Written by marketing expert John Westwood, it includes practical exercises, templates, and actionable advice. It aims to help readers confidently present and implement their marketing strategies.