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Developing marketing planning skills: combining theory and practice

Developing marketing planning skills: combining theory and practice This paper examines the problems of translating marketing theory into effective marketing practice and specifically concentrates on the difficulties that surround the marketing planning process. First the authors explore the barriers to marketing planning and relate these to the lack of specific marketing competencies. Then the concept of work‐based learning is discussed and a programme of this nature suggested which builds on key marketing planning competencies. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Marketing Practice: Applied Marketing Science Emerald Publishing

Developing marketing planning skills: combining theory and practice

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Publisher
Emerald Publishing
Copyright
Copyright © 1998 MCB UP Ltd. All rights reserved.
ISSN
1355-2538
DOI
10.1108/EUM0000000004489
Publisher site
See Article on Publisher Site

Abstract

This paper examines the problems of translating marketing theory into effective marketing practice and specifically concentrates on the difficulties that surround the marketing planning process. First the authors explore the barriers to marketing planning and relate these to the lack of specific marketing competencies. Then the concept of work‐based learning is discussed and a programme of this nature suggested which builds on key marketing planning competencies.

Journal

Journal of Marketing Practice: Applied Marketing ScienceEmerald Publishing

Published: May 1, 1998

Keywords: Marketing management; Marketing planning; Marketing theory; Workplace learning

References