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Making Marketing Happen: How Great Companies Make Strategic Planning Work | 
 enlarge | Author: Brian Smith
Publisher: Butterworth-Heinemann
Category: Book
List Price: $43.95
Buy New: $35.46
You Save: $8.49 (19%)
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Rating:  3 reviews
Sales Rank: 1343172
Media: Paperback
Pages: 336
Number Of Items: 1
Shipping Weight (lbs): 1.8
Dimensions (in): 9.5 x 7.4 x 1
ISBN: 0750662484
Dewey Decimal Number: 658.802
EAN: 9780750662482
ASIN: 0750662484
Publication Date: July 13, 2005
Availability: Usually ships in 1-2 business days
Shipping: Expedited shipping available
Shipping: International shipping available
Condition: Fedex delivery available 3-5 working days. Normal delivery time is 7-14 days.
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| Editorial Reviews:
Product Description
'Making Marketing Happen' is prompted by needs of practising managers who have found the traditional marketing planning texts to be "fine in theory, but hard to apply to my special market". In short, it holds that marketing planning fails for most companies because it either does not fit their organizational culture, their market conditions or both.
Successful companies do not plan. They use a hybrid strategy making process including vision, incrementalism and planning. The ratio of these three things is critical and the right ratio is unique to every company. The author develops this argument and explains how companies can construct the right hybrid strategy making process for their situation.
The book has been designed for those practising managers who need more than the planning text book. It will tell you:
* Why attempts at planning are foiled by the market, the company culture or both.
* How effective strategists don't plan, but use organizationally tailored strategy making processes
* How to design the right process for your company and your market
* How to know if the strategy you make is strong before you implement it.
"An incredibly practical and hands-on book concerned with the realities of doing strategic marketing planning to enhance customer and shareholder value. It is packed with new ideas and practical tools and should be on every marketing manager's desk."
Professor Nigel F Piercy, Professor of Marketing, Warwick Business School
"This book starts where most others finish - making the theory work in the real world. Having done an MBA and held several Senior Marketing positions, I recommend it both to practising marketers who already have a thorough understanding of marketing theory and also to MBA students who are eager to apply their knowledge within their own organisation's framework."
Mathias Aeberhardt, Director Business Intelligence Europe, Zimmer GmbH
"As a strategic marketing professionals working in the fast-moving and complex world of UK retail banking and personal financial services, inevitable time pressures demand that we must be highly selective in the material we choose to read. Within this context, I would recommend 'Make Marketing Happen' as an invaluable investment of scarce managerial time. The text is full of practical guidance and exciting insights into the world of strategic market planning and is presented in an informative and highly accessible format - well worth the read."
Dr Jansen Ryder, Product Manager, Halifax Bank of Scotland
"Making Marketing Happen is one of those rare marketing books that brings the right information to the table at precisely the right time. As a senior marketer in the highly competitive automotive industry, I have struggled with what the appropriate measures of marketing value are now, and what they should be in the future in order to maintain a competitive edge. Brian Smith has provided a detailed, pragmatic approach to marketing strategy with not only interesting examples but also with clear advise to make marketing really happen. The text is concise and clearly presented.
Most of all, Making Marketing Happen is very readable and enjoyable to read."
Willem Verschuur, GM Product Marketing Management, Mitsubishi Motors Europe B.V.
"In the past writing on Marketing Planning seems to have been dominated by mechanistic planning models. This book brings a welcome insight into other approaches and their application and challenges managers to think about what works for them."
Gerry Johnson, Professor of Strategic Management, University of Strathclyde Graduate School of Business
* Shows how to implement marketing plans rather than simply construct them
* Addresses the real issues facing companies and demonstrates how to tailor plans to individual situations
* Highlights why marketing plans fail and how these difficulties can be overcome
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| Customer Reviews:
Selling Marketing to the CEO June 10, 2006
Sterile G
4 out of 4 found this review helpful
Having come up the ranks of medical marketing in a big corporate environment, and now CEO of a medical marketing firm, I could relate to the premise of this book very well. As marketeers we have often been recognized for artistic achievements, typically embodied in advertising. What really counts in the end is creating value for shareholders. Effective marketing can and should enhance shareholder value but how do you convince top management that an investment in marketing is as important as production equipment, quality systems, or other operationally related investments? Marketing Due Diligence provides the framework for the marketer to sell his investment plan to top management and gives top management a quick read lesson in understanding how to evaluate the real value potential of a marketing plan. Great read for new comers to marketing, refresher for "old timers", and one to leave on the CEO's desk before making the next plan presentation.
Practical Advice for the Thoughtful Practitioner May 11, 2006
H K MacNaught, CEO & President, OmniVax BioPharmaceuticals (Vancouver, Canada)
3 out of 3 found this review helpful
Cranfield University researcher and consultant Brian Smith breaks from the tradition of M.B.A. jargon laden texts to offer a clear and understandable guide to developing strategic marketing plans that work. Moving beyond approaches that are variations on a largely (unsuccessful) theme, Smith demonstrates how to develop successful strategies that integrate rigorous marketing methodologies with corporate culture and "real life". Making Marketing Happen is based on five years of reserach and is oriented to marketing practitioners who strive to develop and implement winning strategies in situations that seldom mirror traditional textbook examples.
Pragmatic approach to strategy development and implementation July 7, 2005
Baba Awopetu (LONDON, UK)
3 out of 3 found this review helpful
"This book succeeds in combining high academic content with practical guidance on making marketing theory work. Too often turning theory into practice is where strategic planning breaks down, Dr Brian Smith provides a detailed insight and roadmap to resolve this. This book is a must for every marketer that wants to maximise return from their strategic planning process. A long overdue contribution to close the gap that exists between textbooks and practice, this book successfully plugs the gap"
Baba Awopetu - Marketing Manager IMS Health
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