If You're So Brilliant… How Come Your Marketing Plans Aren't Working?: The Essential Guide to Marketing Planning
Author(s): Malcolm McDonald (Author)
- Publisher: Kogan Page Business Books
- Publication Date: August 1, 2002
- Language: English
- Print length: 160 pages
- ISBN-10: 074943726X
- ISBN-13: 9780749437268
Book Description
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…
Editorial Reviews
Review
“”Fast moving, concise, and provocative, this short text encourages the sort of approach to marketing that is seriously lacking”” — Construction Marketer, June 2002
From the Publisher
Professor Malcolm MacDonald enjoys a global reputation as a leading authority on marketing planning and is a best-selling author of some 35 titles on the subject. His best known book is Marketing Plans (Butterworth-Heineman), now in its 5th edition.
About the Author
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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