The Marketing Plan

Fülszöveg

Il ii;rj. ''•!'¦•'.'¦,• " I I I 1 ilM
After more than fifty years of marketing theory and practice, marketing planning still remains one of the great, unconquered challenges.
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 organisation'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 diffictilt to spot those organisations that have not adopted this strategic planning orientation. They reorganise with regular monotony, and... Tovább

Fülszöveg

Il ii;rj. ''•!'¦•'.'¦,• " I I I 1 ilM
After more than fifty years of marketing theory and practice, marketing planning still remains one of the great, unconquered challenges.
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 organisation'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 diffictilt to spot those organisations that have not adopted this strategic planning orientation. They reorganise 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.
The Marketing Plan: 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.
Malcolm McDonald is Professor of Marketing Planning and Director of the Distance Education Centre at the Cranfield School of Management and a Director of a number of companies. He is a graduate in Enghsh Language and Literature from Oxford University, in Business Studies from Bradford University Management Centre, and has a PhD from the Cranfield Institute of Technology. He has extensive industrial experience, including a number of years as Marketing Director of Canada Dry. During the past four years he has run a series of successfiil seminars and workshops on marketing planning in the UK, Europe, the Far East, Australasia and the USA. He has written ten books on marketing and many of his papers have been published. He is Editor oiInternational Marketing Review.
Peter Morris isonthefacultyoftheUniversityof Sussex, where he designs educational and training material. Originally trained as an art teacher, he spent seven years as an industrial designer in Canada before returning toBritainandeducationaldesign. Working on industrial contracts, he found that cartoons were frequently the best way of illustrating the abstractions of business Ufe, and has produced training material for a number of industrial clients and training boards using cartoons as a major element. His collaboration with Malcolm McDonald resulted in a number of video programmes on marketing, and he has worked with canoonist George Parkin on other publications and an animated film. Vissza