- Arms the reader with the tools required to create a successful business plan by taking them step-by-step through each phase of its development, using 29 actively engaging assignments, which comprise case studies from companies such as Hotmail, Amazon, Honest Burgers and BrewDog, examples, and questions that can be applied to their own plan
- New to this edition: Includes fresh case studies and a brand new assignment focusing on competing online: covering creating online content, key words, SEO, Social Media, traffic tracking, affiliate marketing and online advertising
- Showcases a vast range of international case studies including Hotmail, Cobra Beer, IKEA and Amazon, as well as new and updated studies, including BrewDog, Chilango, Honest Burgers and Simply Cook