Billions of dollars are lost every year from marketing plans that
fail to get implemented properly. The risks around implementation
are high and the challenges are many. This book draws upon fresh
research, new technology and decades of experience to help
marketers improve their chances of success. The authors propose a
practical marketing navigation system to help all businesses ensure
their plan identifies the implementation risks and remains on
course to deliver its targets. The book is packed with examples
from organizations of every size, from both manufacturing and
service sectors, and from around the world. They show the variety
of challenges experienced and the lessons we can all learn about
how those challenges were overcome. They demonstrate: *
tried-and-tested ideas from other professions that you can import
and adapt easily for your implementation purposes * how you can use
your existing marketing skills in new ways to sell your plan
internally * a simple but powerful tool that you can use to help
ensure your plan is always on course and on schedule. It will
become your steering wheel and GPS for the journey ahead. The book
will be essential reading for marketing managers and strategists,
trainers and anyone doing executive courses in the field. For
professionals and students alike it will help the process of
developing your thinking from marketing management to full scale
marketing strategy implementation.
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