Нравится LibRing?
Расскажи друзьям:
Brian Smith

Making Marketing Happen : How Great Companies Make Strategic Planning Work

Обложка книги Making Marketing Happen : How Great Companies Make Strategic Planning Work

Книгу можно купить в интернет-магазинах:

· OZON.ru 5014р. [Проверить наличие]
· OZON.ru 6639р. [Проверить наличие]
ISBN: 0750662484, 9780750662482
Издательство: Butterworth-Heinemann
Год издания: 2005
Страниц: 336
Book 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 failsfor 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...