Making Marketing Happen
 Making Marketing Happen is written for practising managers who have found that traditional books about strategic marketing planning are "fine in theory, but hard to make work in practice." In short, it holds that most companies make weak marketing strategies because their planning process either does not fit their organizational culture, their market conditions or both. Instead, great companies use a mixture of vision, planning and "making it up as we go along" which is uniquely suited to their situation. Here Dr. Brian Smith explains and illustrates how companies can construct and apply the right strategy-making process for their market and culture.
Written specifically for practising managers the book will tell marketers:
- How the different approaches to text-book planning are simply variations on a theme
- Why attempts at text-book planning are foiled by the market, the company culture or both
- How great companies are not slaves to planning, but create hybrid strategy-making processes that work in their market and culture
- How to create a hybrid process that is exactly right for your market
- How to implement your tailored strategy-making process
- How to know if the strategy you make is strong before you implement it
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 fails 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.
Making Marketing Happen is available from Amazon.
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