基本信息出版社：Financial Times/ Prentice Hall
页码：272 页
出版日期：2000年09月
ISBN：0273649329
条形码：9780273649328
装帧：平装
正文语种：英语

内容简介 在线阅读本书

It's an old adage, and like many clichés, it is very true: if you fail to plan, you plan to fail. Managers, at some point their career, will need to either write or agree a marketing plan. Plans which will form the basis of how a company relates to their market place and how they intend to reach their strategic goals.

There is of course a myriad of books on marketing planning on the market. Unlike many of the titles on the market, this one gives you the real low-down on what will and will not work and how you can develop marketing plans that will achieve strategic goals.

About The Author

Angela Hatton is a business consultant whose extensive experience includes introducing marketing planning to companies such as BBC, Barclays Bank and Sony. She is a prolific and successful writer for both students and professionals and a senior examiner with the Chartered Institute of Marketing. She is also a visiting lecturer at Boston University, City of London Business School and London University.

作者简介 Angela Hatton is a business consultant whose extensive experience includes introducing marketing planning to companies such as BBC. Barclays Bank and Sony. She is a prolific and successful writer for both students and professionals and a course director with the Chartered Institute of Marketing. She is also a visiting lecturer at Boston University, City of London Business School and London University.
编辑推荐 Amazon.co.uk Review
At some time or other we have all experienced the frustration of discovering a book that promises to fill in some embarrassing lacuna in our knowledge, only to find on closer inspection, that the contents are so theoretical or specific that it is virtually useless for our purposes. The Definitive Guide to Marketing Planning by Angela Hutton is not one of them. It does, to quote the adverts, "exactly what it says on the tin", achieving the almost impossible trick of being on the one hand a text book but on the other concrete enough to be put into action.

Hatton who works as a trainer for the Chartered Institute of Marketing, provides a sensible, simple to follow guide to both strategic and operational marketing planning, the like of which you will not encounter again in this lifetime. From chapter one, which examines the rationale for marketing planning, through sections on measuring current performance, ensuring external focus and effective communication, to the final chapter on implementation and control, Hatton is never less than extraordinarily lucid, combining a wise overview of what marketing is about with nitty-gritty details of everyday realities. The layout is clear, with useful key symbols to mark out passages of special interest and relevance, and there are graphs, charts and a plethora of other devices to keep the eye and brain engaged. One of the best is an eight-question test to allow readers to undertake an audit of their current approach to planning.

As Hatton writes in her introduction, "Managers who learn the benefits of planning find that they are more often in control, events less frequently take them by surprise and there is less firefighting ... The net result is efficient and effective use of your resources, an output valued by your customers and generating benefits expected by the stakeholders." Anybody who is actively involved in the business of marketing needs to read this book, and everybody in business would be better off for having done so. --Alex Benady