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ISBN: 0750662484 / ISBN-13: 9780750662482

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, ... Show synopsis

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  • Making Marketing Happen (Routledge) – Trade paperback (2005)
    by Brian Smith

    Making Marketing Happen

    Trade paperback, Routledge
    2005
    English
    336 pages

    ISBN: 0750662484
    ISBN-13: 9780750662482

    "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 ... Show more

  • 1. Trade paperback, Routledge, 2005

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