Making Marketing Happen: How Great Companies Make Strategic Planning Work For Them - Image 1

£37.00

Routledge Making Marketing Happen: How Great Companies Make Strategic Planning Work For Them

Name: Making Marketing Happen: How Great Companies Make Strategic Planning Work For Them
Brand: Routledge
Price: 37.0 GBP
Availability: InStock

Management Science

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Description

'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.

Product Specifications

Brand: Routledge
Format: paperback
ASIN: 0750662484
Category: Books > Subjects > Business, Finance & Law > Management > Management Science
Domain: Amazon UK
Release Date: 21 June 2005
Listed Since: 09 December 2006

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Routledge Making Marketing Happen: How Great Companies Make Strategic Planning Work For Them

New to our records — first sighting 29 days ago. We'll learn its rhythm.

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