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Making Marketing Happen

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Making Marketing Happen
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'Making Marketing Happen' is prompted by needs of practising managers who have found the traditional marketing planning texts to be fine in theory, but hard to apply to my special market. In short, it holds that marketing planning fails for most companies because it either does not fit their organizational culture, their market conditions or both.

Successful companies do not plan. They use a hybrid strategy making process including vision, incrementalism and planning. The ratio of these three things is critical and the right ratio is unique to every company. The author develops this argument and explains how companies can construct the right hybrid strategy making process for their situation.

The book has been designed for those practising managers who need more than the planning text book. It will tell you:

* Why attempts at planning are foiled by the market, the company culture or both.
* How effective strategists don't plan, but use organizationally tailored strategy making processes
* How to design the right process for your company and your market
* How to know if the strategy you make is strong before you implement it.

Informacija

Autorius: Brian Smith
Leidėjas: Routledge
Išleidimo metai: 2005
Knygos puslapių skaičius: 396
ISBN-13: 9780750662482
Formatas: 7.5 x 0.88 x 9.72 inches. Knyga minkštu viršeliu
Kalba: Anglų

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