Making Marketing Happen (Hardcover)

'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.

General

Imprint:	Routledge
Country of origin:	United Kingdom
Release date:	December 2021
First published:	2005
Authors:	Brian Smith
Dimensions:	246 x 189mm (L x W)
Format:	Hardcover
Pages:	394
ISBN-13:	978-1-138-44124-8
Categories:	Books > Business & Economics > Business & management > Business strategy Books > Business & Economics > Business & management > Sales & marketing > General Promotions
LSN:	1-138-44124-4
Barcode:	9781138441248

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