John Dawes

John is a Professor of Marketing and an Associate Director of the Ehrenberg-Bass Institute, at the University of South Australia. Prior to joining the University, John worked in different marketing roles in B2B and B2C organisations. His industry background, coupled with over 25 years of working with Ehrenberg-Bass clients has given him a unique insight into marketing planning and strategy, which he brings to this book. Marketing Strategy and Planning is designed to make learning about how to write a marketing plan straightforward. It is also designed to make teaching it straightforward for instructors. The book forms a perfect base for an undergraduate or postgraduate semester course. A running case study allows for a semester-long assignment, that students can do in chunks over the study period.