Andrew Whalley, Teaching Fellow in Marketing at Royal Holloway
Having a Marketing Plan is key for business success; being able to write one is a core skill for anyone managing a business. This guide introduces and explains how to write an integrated multi-channel marketing plan and why such a plan is a vital asset to any business. This book is a practical step by step guide that deals with the theory and the applied aspects of marketing planning; including the diverse types of communications media now available to a business and how and why these need to be coordinated synergistically to enhance both brand and success!
Andrew Whalley is currently a Marketing Lecturer at Royal Holloway University of London, where he concentrates on topics in Strategic and Digital Marketing, as well as mentoring less experienced colleagues. He is a teaching veteran of over 25 years with international experience in universities and executive education, as well as being a guest speaker and presenter. Prior to lecturing, Andrew was an officer in the British Army, after which he gained commercial experience as a consultant, director, interim manager and executive director, as well as co-running his own consultancy business. He holds six degrees, three masters and a DBA, alongside numerous professional and executive education qualifications.