eBook - ePub

Making Marketing Happen

Name: Making Marketing Happen
ISBN: 9781136386732

Brian Smith,

Brian D. Smith,

336 pages
English
ePUB (mobile friendly)
Available on iOS & Android

eBook - ePub

Making Marketing Happen

Brian Smith,

Brian D. Smith,

About this book

'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.

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Yes, you can access Making Marketing Happen by Brian Smith,Brian D. Smith in PDF and/or ePUB format, as well as other popular books in Business & Business General. We have over one million books available in our catalogue for you to explore.