Diagnosing and treating operational and implementation barriers in synoptic marketing planning
Dibb, Sally, Simkin, Lyndon and Wilson, David C.. (2008) Diagnosing and treating operational and implementation barriers in synoptic marketing planning. Industrial Marketing Management, Volume 37 (Number 5). pp. 539-553. ISSN 0019-8501Full text not available from this repository.
Official URL: http://dx.doi.org/10.1016/j.indmarman.2007.08.002
Strategic marketing planning is now widely adopted by business-to-business organizations. While marketing planning principles are well established, practitioners attempting to implement the process often find their progress impeded by a variety of barriers. These barriers are explored through a review of published evidence! and case study analysis of several organizations. This analysis exposes three levels of barriers to effective business-to-business marketing planning, relating to (i) organizational infrastructure, (ii) the planning process and (iii) implementation. These barriers reflect the synoptic nature of planning in many organizations. The findings lead to the development of a practitioner-oriented diagnostic and treatment tool which guides managers through the marketing planning process. Although this diagnostic deals specifically with issues which are relevant to the marketing planner, its wider implications for strategic planning are also explored.
|Item Type:||Journal Article|
|Subjects:||H Social Sciences > HF Commerce
H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
|Divisions:||Faculty of Social Sciences > Sociology
Faculty of Social Sciences > Warwick Business School
|Library of Congress Subject Headings (LCSH):||Industrial marketing, Marketing -- Planning, Marketing -- Management|
|Journal or Publication Title:||Industrial Marketing Management|
|Official Date:||July 2008|
|Number of Pages:||15|
|Page Range:||pp. 539-553|
|Access rights to Published version:||Restricted or Subscription Access|
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