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Addressing organizational prerequisites in marketing planning programmes

Simkin, Lyndon - In: Marketing Intelligence & Planning 14 (1996) 5, pp. 39-46

Numerous experts believe that in practice the much‐vaunted benefits of formalized marketing planning as extolled by Jain or McDonald often fail to materialize. Experience with many business‐to‐business organizations has shown that this does not have to be so: if managed and planned,...

Persistent link: https://www.econbiz.de/10014946544

Tackling implementation impediments to marketing planning

Simkin, Lyndon - In: Marketing Intelligence & Planning 20 (2002) 2, pp. 120-126

impediments to the effective implementation of marketing plans. Recently, they have been joined by the market segmentation … courses and the content of their recommended textbooks fail to reflect this concern for implementation issues. Marketers must … processes for undertaking these activities, and manage the on‐going implementation of the recommended marketing plans. …

Persistent link: https://www.econbiz.de/10014945819

The BASIC marketing planning process: a practical framework for the smaller business

Brooksbank, Roger - In: Marketing Intelligence & Planning 14 (1996) 4, pp. 16-23

Notes that although in recent years much has been written about the critical, if not overwhelming contribution of effective marketing planning to the achievement of competitive success, most of the literature deals with the application of marketing planning as it relates to big business. By...

Persistent link: https://www.econbiz.de/10014946534

Implementing “quality” in a services marketing context

Gilmore, Audrey - In: Marketing Intelligence & Planning 15 (1997) 4, pp. 185-189

Given the inherent characteristics of services, the implementation of service delivery can be problematic. Looks … initially at some of the more frequent implementation problems which occur in service organizations. Considers a framework for …

Persistent link: https://www.econbiz.de/10014946592

The challenge of the marketspace

Blois, K. J. - In: Marketing Intelligence & Planning 16 (1998) 2, pp. 83-89

The concept of the “marketspace” is a powerful and exciting one. However, the papers which introduced it fail to make some of its key components clear. By analysing a number of examples, identifies the crucial features of the concept. Through considering an example from other sources, the...

Persistent link: https://www.econbiz.de/10014946611

Applying the Thirty‐six Chinese Classical Strategies of War to retail marketing and planning

Sui Pheng, Low - In: Marketing Intelligence & Planning 16 (1998) 2, pp. 124-135

The Thirty‐six Chinese Classical Strategies of War is a renowned ancient book of warfare circulated among Chinese army commanders for a long period of time. Apart from its focus on warfare, this ancient treatise also holds valuable lessons for the world of competitive business. This paper...

Persistent link: https://www.econbiz.de/10014946616

Market segmentation: strategies for success

Dibb, Sally - In: Marketing Intelligence & Planning 16 (1998) 7, pp. 394-406

Despite the well‐documented benefits which segmentation offers, businesses continue to encounter implementation … implementation difficulties, they need practical guidance at three stages in the segmentation process. Before the project begins they …

Persistent link: https://www.econbiz.de/10014946637

The three “Is” of effective marketing of technical innovation: a framework for implementation

Czuchry, Andrew J.; Yasin, Mahmoud M. - In: Marketing Intelligence & Planning 17 (1999) 5, pp. 240-247

the customer’s organization. The third part (implementation) outlines a practical implementation approach. …

Persistent link: https://www.econbiz.de/10014946667

Internal Marketing: Making Marketing Happen

Piercy, Nigel; Morgan, Neil - In: Marketing Intelligence & Planning 8 (1990) 1, pp. 4-6

The need to market internally the plans and strategies developed by marketing managers is seen as a critical component of successful plan introduction. “Internal Marketing” appears to be a critical issue in making marketing work.

Persistent link: https://www.econbiz.de/10014946827

Marketing Kinetics

Giles, William D. - In: Marketing Intelligence & Planning 9 (1991) 5, pp. 4-8

phenomenon is the essence of marketing kinetics. The article discusses the reasons for poor strategy implementation and …Most companies would admit that one of their greatest difficulties is implementing strategy. More often than not the … of strategic planning and implementation are themselves powerful tools for organisational education and change. This …

Persistent link: https://www.econbiz.de/10014946858