Diagram of the planning process. A diagram at the start of each chapter shows how that chapter’s principles fit within the seven stages of the marketing planning process. Case-study examples open and close each chapter. Each chapter is centred on a real example of marketing in action at a well-known business such as Nike, Google, Michelin and Uniqlo. Answering the case questions will reinforce understanding of the concepts and strengthen planning skills. Marketing in practice features. To illustrate how marketers are applying planning principles to specific challenges, each chapter includes three detailed ‘marketing in practice’ featured examples. Practical exercises. ‘Apply your knowledge’ exercises challenge you to translate principles into practice by analysing a specific organisation’s marketing activities. ‘Build your own marketing plan’ exercises direct you through the main steps in preparing a strong, relevant marketing plan with a complete sample marketing plan in an Appendix