Making Marketing Happen (Hardcover)

Preface: Making Marketing Happen. Part 1: The Failure of Strategic Marketing Planning; Chapter 1: We know what strategic marketing planning is ... . Chapter 2: And it does work ... . Chapter 3: But most of us can't use it ... . Chapter 4: Pause for thought - strategic marketing planning as a failed technology. Part 2: What Great Companies Do; Chapter 5: We know what a strong marketing strategy looks like. Chapter 6: We know that real companies are not entirely rational. Chapter 7: We know that what works is what fits. Chapter 8: How great companies make strong marketing strategies. Part 3: How Your Company Can Make a Strong Marketing Strategy; Chapter 9: Understanding the market. Chapter 10: Choosing the best way to make marketing strategy in your market. Chapter 11: Adapting your organizational culture to support your strategy making. Chapter 12: Making Marketing Happen. Author's afterword: a continuing journey