Marketing Planning—Comic Book Reader

Author: Malcolm McDonald Peter Morris
Publisher:
Publish Date: 2004-09-01
Features: Despite the half-century development of marketing theory and practice, marketing planning remains a significant challenge without a final conclusion. As the environment of business operations becomes increasingly competitive and unpredictable, this challenge grows more severe. One view holds that this unstable reality makes planning meaningless—the pace of the world is indeed too fast; predicting even three years, let alone five, is extremely difficult. However, contrary to this view, growing evidence shows an increasing disparity between efficiency and effectiveness (in planning terms, tactics and strategy): their importance has not diminished but rather grown. Today, successful CEOs recognize the absolute necessity of clarifying the direction of company development, and strategic planning that points the way ensures continuous growth and expansion. Companies that lack strategic planning are easily identifiable—they undergo single-minded restructuring and are vulnerable to takeovers by more ambitious firms. Of course, these "more ambitious firms" have all engaged in strategic planning. This marketing planning is not simple; it has become increasingly complex. We sincerely hope that the unique perspective of this book will help readers understand and encourage them to delve deeper into this issue. It is a unique marketing guide by influential marketing masters. The book has achieved unprecedented success and has been translated into Czech, Hungarian, Italian, German, Portuguese, Indonesian, Japanese, Korean, Romanian, and Russian, among other languages. This book explores this complex issue from a unique perspective, helping people understand marketing planning while also encouraging marketers and other professionals to jointly study the planning process.