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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 of Marketing Practice: Applied Marketing Science – Emerald Publishing
Published: May 1, 1998
Keywords: Marketing management; Marketing planning; Marketing theory; Workplace learning
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