Making marketing happen
Auteur :
Smith, Brian D.
Éditeur :
Taylor & Francis Ltd
ISBN :
9781138441248
Date de publication :
13 déc. 2021
Dimensions :
24,6 x 18,9 cm
Poids :
890 g
Langue :
Anglais
Pays d'origine :
Grande Bretagne
Argues that marketing planning fails for most companies because it either does not fit their organizational culture, their market conditions or both. This book explains how companies can construct the right hybrid strategy making process for their situation.