The book is sophisticated, challenging and contemporaneously relevant. It systematically integrates empirical generalizations, research methodology, as well as concepts involving consumer motivation into the market planning process. The text logically progresses from there into innovative marketing strategy formulation for real-world problems. Pedagogical aids inspire instructional creativity and effectiveness, and provide an excellent platform for lectures, discussion and assignments.
Marketing Strategy and Planning is a very well-written textbook which combines a complex mix of academic excellence and practitioner relevance. It blends the traditional formal planning approach with an underpinning of empirical generalizations. The book approaches the subject in a very accessible way, using contemporary case studies. The style and approach is attractive from both an academic and a practitioner point of view.
If constructing a marketing plan was easy, then there would be no need for any of the many books available to help the marketing manager/business owner. The problem with most of the existing texts, especially those aimed at practitioners, is that they tend to comprise rhetorical checkboxes limited to just description. John Dawes demonstrates that it is possible to go beyond the mundane and has produced a volume which delivers on the claim ‘to project a view of open-mindedness, coupled with a healthy dose of scepticism’.
Professor John Dawes, of the world-leading and myth-busting Ehrenberg-Bass Institute for Marketing Science, does it again! Another example of his thoughtful and insightful work that's based on scientific principles of being evidence-based and independently replicated in varied contexts. Prof. Dawes offers a refreshing take on the subject, packed with solid insight from the Institute and elsewhere, that makes his work supremely relevant to today's marketers.
Planning is difficult, especially about the future. While planning is a fundamental function of management, many marketers are reluctant to plan because they see it as a stifling, bureaucratic process and activity, often hemmed in by business school lessons from the past, no longer relevant today.
Having been associated with John Dawes for more than 30 years ago, I know that he is well placed to write what I believe will become one of the leading strategy textbooks of our times. Indeed, John’s success as both a renowned academic and highly credentialed practitioner comes through strongly in both his writing style and the structure and content of his book.
Practical Marketing Strategy and Planning offers several advancements that I’m sure will appeal to both educators and practitioners.
Very well structured. I use it with my french students.