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Hatton who works as a trainer for the Chartered Institute of Marketing, provides a sensible, simple to follow guide to both strategic and operational marketing planning, the like of which you will not encounter again in this lifetime. From chapter one, which examines the rationale for marketing planning, through sections on measuring current performance, ensuring external focus and effective communication, to the final chapter on implementation and control, Hatton is never less than extraordinarily lucid, combining a wise overview of what marketing is about with nitty-gritty details of everyday realities. The layout is clear, with useful key symbols to mark out passages of special interest and relevance, and there are graphs, charts and a plethora of other devices to keep the eye and brain engaged. One of the best is an eight-question test to allow readers to undertake an audit of their current approach to planning.
As Hatton writes in her introduction, "Managers who learn the benefits of planning find that they are more often in control, events less frequently take them by surprise and there is less firefighting ... The net result is efficient and effective use of your resources, an output valued by your customers and generating benefits expected by the stakeholders." Anybody who is actively involved in the business of marketing needs to read this book, and everybody in business would be better off for having done so. --Alex Benady
Book Description
It's an old adage, and like many clichés, it is very true- if you fail to plan, you plan to fail. Managers, at some point their career, will need to either write or agree a marketing plan. Plans which will form the basis of how a company relates to their market place and how they intend to reach their strategic goals.
There is of course a myriad of books on marketing planning on the market. Unlike many of the titles on the market, this one gives you the real low-down on what will and will not work and how you can develop marketing plans that will achieve strategic goals.
About The Author
Angela Hatton is a business consultant whose extensive experience includes introducing marketing planning to companies such as BBC, Barclays Bank and Sony. She is a prolific and successful writer for both students and professionals and a senior examiner with the Chartered Institute of Marketing. She is also a visiting lecturer at Boston University, City of London Business School and London University.
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