Implementation requires a relationship marketing paradigm

Implementation requires a relationship marketing paradigm MARKETING IN THE 21ST CENTURY COMMENTARY Implementation Requires a Relationship Marketing Paradigm Evert Gummesson Stockholm University, Sweden Piercy's (1998 [this issue] ) choice of implementation as tered difficulties both in implementing the planning pro- the subject for an article deserves to be saluted. The article cedure and in executing the plans. raises an overwhelming number of issues and thoughts that What Piercy points out is just as important today as it summon drjh vu, even nostalgia, but also concern about was decades ago, and it will continue to be important in the future. Having been a practicing manager and manage- the next millennium. It raises some disturbing questions: ment consultant with a simultaneous academic affiliation, Have we really made any advancements? If not, do we my professional career has witnessed gaps between text- just need more time, more research grants, and more books and analyses on one side and reality and implemen- research? Are we stuck in obsolete paradigms and rituals? tation on the other. A conclusion in my textbook published Or, do we need fundamentally new approaches to market- in the 1970s (Gummesson 1976), "The ability and strength ing management? to execute a decision is more crucial for http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of the Academy of Marketing Science Springer Journals

Implementation requires a relationship marketing paradigm

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Publisher
Springer Journals
Copyright
Copyright © 1998 by Academy of Marketing Science
Subject
Economics / Management Science; Business/Management Science, general; Marketing; Social Sciences, general
ISSN
0092-0703
eISSN
1552-7824
DOI
10.1177/0092070398263006
Publisher site
See Article on Publisher Site

Abstract

MARKETING IN THE 21ST CENTURY COMMENTARY Implementation Requires a Relationship Marketing Paradigm Evert Gummesson Stockholm University, Sweden Piercy's (1998 [this issue] ) choice of implementation as tered difficulties both in implementing the planning pro- the subject for an article deserves to be saluted. The article cedure and in executing the plans. raises an overwhelming number of issues and thoughts that What Piercy points out is just as important today as it summon drjh vu, even nostalgia, but also concern about was decades ago, and it will continue to be important in the future. Having been a practicing manager and manage- the next millennium. It raises some disturbing questions: ment consultant with a simultaneous academic affiliation, Have we really made any advancements? If not, do we my professional career has witnessed gaps between text- just need more time, more research grants, and more books and analyses on one side and reality and implemen- research? Are we stuck in obsolete paradigms and rituals? tation on the other. A conclusion in my textbook published Or, do we need fundamentally new approaches to market- in the 1970s (Gummesson 1976), "The ability and strength ing management? to execute a decision is more crucial for

Journal

Journal of the Academy of Marketing ScienceSpringer Journals

Published: Apr 8, 2008

References

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