Making Marketing Happen

Making Marketing Happen is prompted by the needs of practising managers who have found the traditional marketing planning texts to be "fine in theory, but hard to apply to my market". The research behind this book found that both market conditions and organisational culture combine to sabotage even the best planning. So successful companies don't follow the text-book, they combine planning with vision and reactivity in a way which is uniquely suited to their own market and culture. Learning from these companies, Making Marketing Happen shows how any company can create strong strategies by understanding their market conditions, their culture and adapting the textbook to suit them. The planning process, says the author, must fit the company, not the other way round. Designed specifically for practising managers involved in creating and implementing strategy, Making Marketing Happen uses the latest research to show: * Why the rationa