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Tackling implementation impediments to marketing planning

Lyndon Simkin (Warwick Business School, University of Warwick, Coventry, UK)

Marketing Intelligence & Planning

ISSN: 0263-4503

Article publication date: 1 April 2002

9295

Abstract

The exponents of marketing planning have for over a decade warned of the internal operational, cultural and process impediments to the effective implementation of marketing plans. Recently, they have been joined by the market segmentation specialists and many of the “gurus” of modern marketing management. Unfortunately, the syllabi of most business school marketing courses and the content of their recommended textbooks fail to reflect this concern for implementation issues. Marketers must provide the necessary internal operational and resource requisites for effective marketing planning, utilise suitable processes for undertaking these activities, and manage the on‐going implementation of the recommended marketing plans.

Keywords

Citation

Simkin, L. (2002), "Tackling implementation impediments to marketing planning", Marketing Intelligence & Planning, Vol. 20 No. 2, pp. 120-126. https://doi.org/10.1108/02634500210418545

Publisher

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MCB UP Ltd

Copyright © 2002, MCB UP Limited

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