'Making Marketing Happen' is prompted by needs of practising managers who have found the traditional marketing planning texts to be "fine in theory, but hard to apply to my special market." In short, it holds that marketing planning fails for most companies because it either does not fit their organizational culture, their market conditions or both. Successful companies do not plan. They use a hybrid strategy making process including vision, incrementalism and planning. The ratio of these three things is critical and the right ratio is unique to every company. The author develops this...