Top critical review
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It's not what it says it is
on 31 July 2009
This book does not help in anyway creating a highly effective marketing plan. It does not offer a planning process at all. It's a vague collection of thoughts on marketing planning but does not provide any tool for planning. Let's take for instance step 5: learn what your customers think and do. Key points: (i) learn what your targets think about you and your products (Mr. Knight, that makes sense, but what tools or process do you offer to do this? Do you provide a framework?). (ii) If you don't know for certain, carry out research (Mr. Knight, good idea, indeed, but what kind of research? How to do it in-house? Should we use projective techniques and why?). (iii) If you're brand new or unknown, then what do your targets think about your competitors (Mr Knight, sorry that's not enough... Some qualitative research and BPTO can help provide more information about what you do when you're new or unknown and competitors should always be looked at as well).
Saying in large and vague words "you should do this" but providing no process or tools for doing so is not a "proven practical planning process for companies". I'm not saying Mr Knight should re-write Malcolm McDonald's great book called Marketing Plans, but Mr Mc Donald's quick reference chapter (30 pages in total) give more input, tools and process than this book. Marketing is complex... it can be simple... but this book is too simplistic. Useless in my opinion.