Implementing marketing strategy

Abstract

This paper reviews the issue of implementation in marketing strategy development, adopting a perspective emphasizing issues of the decision‐making process, and drawing on the broader literatures of strategic management and organizational behaviour for insight into the marketing implementation problem. An initial focus is the damaging dichotomy between strategy formulation and implementation in marketing, leading to an analysis of the sources of implementation problems in marketing, and the development of marketing implementation tactics and strategies. This paper concludes with a management agenda for addressing marketing implementation.

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