You are required to plan, design and write an integrated global marketing plan for the launch of a new smart watch next year. You must support and justify your choice of each element of your plan by referencing both marketing theory and examples of successful marketing practice. Your work should include a discussion of different schools of marketing thought, and their impact on the strategic market planning process. Begin by reading chapter 18, Jobber, D. and Ellis-Chadwick, F., (2016). Principles and Practice of Marketing. (Eighth Edition). McGraw-Hill Higher Education. Also read the following papers (available on Blackboard): 1. Morgan, N. A. (2012). Marketing and business performance. Journal of the Academy of Marketing Science, 40(1), 102-119. 2. Hult, G. T. M. (2011). Toward a theory of the boundary-spanning marketing organization and insights from 31 organization theories. Journal of the Academy of Marketing Science, 39(4), 509-536.
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