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Diagnosing and treating operational and implementation barriers in synoptic marketing planning

Dibb, S., Simkin, L. and Wilson, D. (2008) Diagnosing and treating operational and implementation barriers in synoptic marketing planning. Industrial Marketing Management, 37 (5). pp. 539-553. ISSN 0019-8501

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To link to this item DOI: 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:Article
Divisions:No Reading authors. Back catalogue items
Henley Business School > Marketing and Reputation
ID Code:34932
Uncontrolled Keywords:Business-to-business marketing; Marketing planning; Marketing plan; Marketing strategy; Synoptic planning; Implementation barriers; Marketing management

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