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Product Description: Hardbound. Marketing is continually having to adopt new approaches and techniques to respond to a changing business environment that is characterised by increasing consumer sophistication, deregulation, time-based competition, and lack of market growth...read more

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Product Description: A unique marketing book, from one of the most widely read and high profile marketing authors. Marketing planning still remains one of the great, unconquered challenges for businesses 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...read more

Addresses marketing planning applied in a retailing context to give readers an insight into strategies they should be adopting. The author uses his experience as a consultant to retailing operations internationally to show marketing managers and directors how best to achieve their long-term goal.