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Barriers impeding effective implementation of marketing plans - a training agenda

Barriers impeding effective implementation of marketing plans - a training agenda The literature has for more than two decades warned of operational, organizational, dysfunctional, market and managerial barriers hindering the actioning of marketing plans and indeed acting as hurdles impeding the very activities at the heart of effective marketing management. Many observed problems stemmed from businesses failing to practice marketing or produce marketing plans. Most organizations do now produce marketing plans. However, it is clear from this study's findings that there is still a significant set of factors acting to impede the progress of marketing planning. Many of these barriers are different in nature to those previously cited. Certain themes link with the growing literature examining internal and relationship marketing. Exponents of marketing planning must reflect this evolving pattern of hurdles in their approach to expediting marketing planning. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Business and Industrial Marketing Emerald Publishing

Barriers impeding effective implementation of marketing plans - a training agenda

Lyndon Simkin
Journal of Business and Industrial Marketing , Volume 17 (1): 17 – Feb 1, 2002
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References (51)

Publisher
Emerald Publishing
Copyright
Copyright © 2002 MCB UP Ltd. All rights reserved.
ISSN
0885-8624
DOI
10.1108/08858620210415172
Publisher site
See Article on Publisher Site

Abstract

The literature has for more than two decades warned of operational, organizational, dysfunctional, market and managerial barriers hindering the actioning of marketing plans and indeed acting as hurdles impeding the very activities at the heart of effective marketing management. Many observed problems stemmed from businesses failing to practice marketing or produce marketing plans. Most organizations do now produce marketing plans. However, it is clear from this study's findings that there is still a significant set of factors acting to impede the progress of marketing planning. Many of these barriers are different in nature to those previously cited. Certain themes link with the growing literature examining internal and relationship marketing. Exponents of marketing planning must reflect this evolving pattern of hurdles in their approach to expediting marketing planning.

Journal

Journal of Business and Industrial Marketing – Emerald Publishing

Published: Feb 1, 2002

Keywords: Implementation; Internal marketing; Marketing management; Internal communications

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