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If You're So Brilliant... How Come Your Marketing Plans Aren't Working?: The Essential Guide to Marketing Planning - Softcover
Synopsis
Brilliant people love to be challenged. That's why you're attracted to this book. But behind all that brilliance, there's something bothering you. Your marketing plans look good but are not quite hitting the spot. They seem to fall short of their objectives...
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About the Authors
Professor Malcolm McDonald enjoys a global reputation as a leading authority on marketing. Emeritus Professor at Cranfield University, he is also Chairman of six companies and works with the operating boards of some of the world’s leading multinationals. He has written over 40 books including Marketing Plans: How to Prepare Them; How to Use Them and Malcolm McDonald on Marketing Planning (also published by Kogan Page), as well as more than 100 articles and papers.
Peter Cheverton is founding Director of INSIGHT Marketing and People, a global training and consultancy firm specializing in the development of customer-focused business strategies, with a strong focus on Key Account Management and Business Leadership. He has developed an international reputation as one of the leading experts in these challenging areas, working hands-on with clients around the world. He is the author of Key Marketing Skills, Global Account Management and Key Account Management in Financial Services (all published by Kogan Page).
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How Come Your Marketing Plans Aren't Working ?: The Essential Guide to Marketing Planning (If You're So Brilliant)
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