Marketing planning still remains one of the great, unconquered challenges for business everywhere. There is a growing body of evidence to show that the difference between efficiency and effectiveness (or, in planning terms, between tactics and strategy) is becoming more important. Today, successful chief executives 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 different and profitable. This unique pocket guide aims to improve awareness of marketing planning in its broadest context and is a must for marketing students and professionals.
- ISBN10 0750626429
- ISBN13 9780750626422
- Publish Date 6 November 1995
- Publish Status Out of Print
- Out of Print 12 July 2000
- Publish Country GB
- Publisher Taylor & Francis Ltd
- Imprint Butterworth-Heinemann Ltd
- Edition Pocket Book ed.
- Format Paperback
- Pages 96
- Language English