Making Marketing Happen
How Great Companies Make Strategic Planning WorkBy
- Brian Smith, Managing Consultant, PragMedic and Doctoral Researcher at Cranfield University, UK.
Marketing managers within corporations and those holding a marketing position who are responsible for constructing and implementing a marketing plan for the company.
Published: June 2005
Imprint: Butterworth Heinemann
Taken from the foreword by Professor Malcolm McDonald at Cranfield University School of Management. "In my view Brian Smithâs work on marketing planning sets a new standard for research in business schools because, not only does it tackle head on the most difficult task in the domain of marketing, but it brings to it a refreshingly challenging, original and creative approach. Now Brian Smith has translated his work into this book in a way which will catch the imagination of all experienced marketers. For everyone touched by the problems and issues associated with strategy-making, this book is a MUST read. Not only is it intellectually challenging, but it is urbane, pragmatic and entertaining in a way which most marketing books fail to achieve. Brian Smith is one of a new breed of marketers who are capable of original thinking. I have read and enjoyed every word. If you want to improve your knowledge and wisdom and hence your success as a marketing practitioner, I beseech you to read and note carefully what Brian Smith has to say. Your ability to implement all that is best in marketing will be greatly enhanced." "Brian Smith has developed his insights into the theory and practice of marketing through close associations both with the World of academia and with the hurly burly of industry, and the benefits of that partnership show through clearly in this book. 'Making Marketing Happen' does what few other texts on the subject do and that is combine a thorough analysis of the principles of marketing with the organisational and cultural challenges that beset every organisation and frustrate the delivery of best marketing practice. I found of particular use the assessment exercises in each chapter that help the reader take a fresh look at their own company and identify the areas for improvement as well as anticipating and planning for the potential barriers. The juxtaposition of academic insight with practical steps to realise improvements in an organisation make this one of the books that have relevance and utility to managers as an aide to strategic and marketing management and in-house capability building, rather than one of those publications that sit on the office shelf, placed their with good intent, never to get read again. I strongly recommend this book to practicing marketing professionals and those who aspire to such positions." Mark Jones, Vice President of Cardiovascular Marketing, AstraZeneca.