Additional information
by John Dawes (Author)
This new book guides you concisely through the marketing planning process from start to finish, drawing on examples from large brands like Ikea and Krispy Kreme to digital start-ups like Starling Bank.
Author Biography
John Dawes has two decades of marketing research experience; His expertise lies in the effects of price promotions, repeat-buying loyalty and market structure analysis. His research has been published in several leading marketing journals including the Journal of Advertising Research, Journal of Business Research and Journal of Retailing. John's findings have also been published in the Wall Street Journal.