Fully updated and in full colour throughout 'The Marketing Plan in
Colour: A pictorial guide for managers' is a unique approach to
this complex subject, which will both aid understanding and at the
same time encourage marketing and other professionals to delve
deeper into the planning process.
After more than fifty years of marketing theory and practice,
marketing planning still remains one of the great, unconquered
This challenge continues to grow as the environments in which
companies operate become increasingly hostile, abrasive and
dynamic. There is a growing body of evidence to show that the
difference between an organization's efficiency and effectiveness
(or, in planning terms, the difference between tactics and
strategy) is becoming more and more important.
Today, successful chief executives and management teams are
grasping the absolute necessity of understanding where their
companies should be going, with this direction properly articulated
in plans that identify and develop those things that make a company
significantly and profitably different over time. It is not
difficult to spot those organizations that have not adopted this
strategic planning orientation. They reorganize with regular
monotony, and more and more such firms are being taken over by more
enterprising ones that have learned to drive using the strategic
planning approach. Such marketing planning will never be easy.
Indeed, it grows more difficult by the day. Thousands of readers of
the black and white version of this title (in print since 1987)
testify to the easy-to-use approach illustrated by a leading
A unique marketing book, from one of the most widely read and high
profile marketing authors
Extremely successful previous edition - over 24,000 copies
Fully updated edition with full colour plates throughout
|Country of origin:
• Peter Morris
||Electronic book text
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