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Making marketing happen : how great companies make strategic marketing planning work for them

By: Material type: TextTextPublication details: Elsevier Butterworth-Heinemann, 2005. New Delhi 2005Description: 377 p. PaperISBN:
  • 978-81-312-1104-5
Subject(s): DDC classification:
  • 658.802
Available additional physical forms:
  • 770
Contents:
1. We know what strategic marketing planning is ... -- 2. ... and it does work -- 3. ... but most of us can't use it -- 4. Pause for thought -- strategic marketing planning as a failed technology -- 5. We know what a strong marketing strategy looks like -- 6. We know that real companies are not entirely rational -- 7. We know that what works is what fits -- 8. How great companies make strong marketing strategies -- 9. Understanding the market -- 10. Choosing the best way to make marketing strategy in your market -- 11. Adapting your organizational culture to support your strategy making -- 12. Making marketing happen -- Afterwood : a continuing journey.
Summary: Based on five years of research into how great companies make strong marketing strategies, this book is written for practitioners to highlight why marketing planning falls and what can be done about it. Making Marketing Happen is an essential text for marketers who already know what the traditional text books say but need to make it work in the real world."--Jacket.
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Holdings
Item type Current library Call number Status Date due Barcode Item holds
Book Book Main Library 658.802\ Smi\ 8143 (Browse shelf(Opens below)) Available 1118143
Total holds: 0

1. We know what strategic marketing planning is ... --
2. ... and it does work --
3. ... but most of us can't use it --
4. Pause for thought --
strategic marketing planning as a failed technology --
5. We know what a strong marketing strategy looks like --
6. We know that real companies are not entirely rational --
7. We know that what works is what fits --
8. How great companies make strong marketing strategies --
9. Understanding the market --
10. Choosing the best way to make marketing strategy in your market --
11. Adapting your organizational culture to support your strategy making --
12. Making marketing happen --
Afterwood : a continuing journey.

Based on five years of research into how great companies make strong marketing strategies, this book is written for practitioners to highlight why marketing planning falls and what can be done about it. Making Marketing Happen is an essential text for marketers who already know what the traditional text books say but need to make it work in the real world."--Jacket.

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