by Peter Knight
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by Malcolm McDonald
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by Craig Smith
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by David Meerman Scott
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by Peter Fisk
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Marketing planning still remains one of the great unconquered challenges for businesses everywhere and there is a growing body of evidence to show that the difference between efficiency and effectiveness (or in planning terms, between tactics and strategy) is becoming more important. Today, successful chief executives are grasping the absolute necessity of understanding where their companies should with this direction properly articulated in plans that identify and develop those things that make a company significantly different and profitable. This guide aims to improve awareness of marketing planning in its broadest context.
About the Author
MA(Oxon), MSc, PhD, D.Litt. FCIM FRSA, until recently was Professor of Marketing and Deputy Director Cranfield School of Management, with special responsibility for E-business. Malcolm is a graduate in English Language and Literature from Oxford University, in Business Studies from Bradford University Management Centre, and has a PhD from Cranfield University. He also has an Honorary Doctorate from Bradford University. Malcolm has extensive industrial experience, including a number of years as Marketing Director of Canada Dry.
NDD, ATD, is an illustrator and designer of educational and training materials, head of design and manager of the Media Service Unit, University of Sussex, co-founder and studio manager of Business Training and producer of corporate videos. Peter is co-author of Finance for Small Businesses, Total Quality Management, Selling Products and Services (all published by Butterworth-Heinemann). --This text refers to the Paperback edition.
Marketing planning still remains one of the great unconquered challenges for businesses everywhere and there is a growing body of evidence to show that the difference between efficiency and effectiveness (or in planning terms, between tactics and strategy) is becoming more important. Today, successful chief executives are grasping the absolute necessity of understanding where their companies should with this direction properly articulated in plans that identify and develop those things that make a company significantly different and profitable. This guide aims to improve awareness of marketing planning in its broadest context.
About the Author
MA(Oxon), MSc, PhD, D.Litt. FCIM FRSA, until recently was Professor of Marketing and Deputy Director Cranfield School of Management, with special responsibility for E-business. Malcolm is a graduate in English Language and Literature from Oxford University, in Business Studies from Bradford University Management Centre, and has a PhD from Cranfield University. He also has an Honorary Doctorate from Bradford University. Malcolm has extensive industrial experience, including a number of years as Marketing Director of Canada Dry.
NDD, ATD, is an illustrator and designer of educational and training materials, head of design and manager of the Media Service Unit, University of Sussex, co-founder and studio manager of Business Training and producer of corporate videos. Peter is co-author of Finance for Small Businesses, Total Quality Management, Selling Products and Services (all published by Butterworth-Heinemann). --This text refers to the Paperback edition.
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First Sentence
In the business jungle there is a clearing. Read the first page
Front Cover | Copyright | Table of Contents | Excerpt | Back Cover
In the business jungle there is a clearing. Read the first page
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