chapter  5
42 Pages

We know what a strong marketing strategy looks like

Happy families are all alike; every unhappy family is unhappy in its own way. (LeoTolstoy, Anna Karenina)

In Part 1 of this book, we took a helicopter trip over the years of research andmillions of words that have beenwritten about strategic marketing planning. We concluded that strategic marketing planning is a weak technology, not because it is ineffective when used, but because it is hard to use in practice. Real marketers, working in unsupportive company cultures and in turbulent markets, find that it does not work for them. As a result, it is mostly unused or abused.