Making marketing happen
Auteur :
Smith, Brian
Éditeur :
Taylor & Francis Ltd
ISBN :
9780750662482
Date de publication :
21 juin 2005
Dimensions :
24,6 x 18,9 cm
Poids :
725 g
Langue :
Anglais
Pays d'origine :
Grande Bretagne
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.