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.
Part 1 The failure of strategic marketing planning
Part 2 What great companies do
Part 3 How your company can make a strong marketing
strategy