The definitive guide to marketing planning : the fast track to intelligent marketing planning and implementation for executives

It's an old adage, and like many cliches, 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.