The Virgin Marketer: Create Your Market Plan (4th Edition)

The Virgin Marketer: Create Your Market Plan (TVM) is a companion volume to two textbooks: Managing Marketing in the 21st Century (MM21C) and Capon’s Marketing Framework (CMF). As you read and study the material in your textbook, we hope you will learn a lot about marketing. But no matter how much effort you put into your textbook, and how good a job we have done with MM21C and CMF, that is really only a start. You will only begin to live and breathe the marketing philosophy by getting your hands dirty and actually doing marketing. That is the purpose of TVM. The material in TVM has a very long pedigree, with many well-known domestic and multinational firms having used selections and/or variations of the frameworks to develop actionable market plans. In its current version, TVM has guided the development of market plans for well over 30 organizations, large and small. These organizations are listed in Appendix 1. In the chapters that follow, we guide you through the marketing process,