Making Marketing Happen

“This book starts where most others finish – making theory work in the real world”

Mathias Aeberhardt, Director Business Intelligence, Zimmer

Making Marketing Happen is written for those who know what strategic marketing planning is, but struggle to apply it in the real world. Based on Brian’s PhD, it describes how effective firms blend planning with vision and simply “making it up as we go along” to create strong marketing strategies. What makes them effective is blending those three approaches in a way that fits both their market and their company culture.

Making Marketing Happen is available from our online bookstore