To read this content please select one of the options below:

$40.00 (excl. tax) 30 days to view and download

Critical issues in implementing marketing

Mike Meldrum

Journal of Marketing Practice: Applied Marketing Science

ISSN: 1355-2538

Article publication date: 1 September 1996

4620

Abstract

The issue of implementation consistently appears in both academic and practitioner literature as a problem for marketing. Attempts to address this problem have often adopted the notion of antecedents to enhanced marketing practice as a means of better understanding the issues involved. Within this, however, the link between what needs to be achieved and how marketing knowledge and skills can be utilized to deliver appropriate outcomes remains unclear. Analysis of this gap yields a number of research propositions which require investigation if such knowledge and skills are to influence managerial behaviour. Central to this is the idea that there are a range of competences, which include attitudinal issues, about which greater understanding is required if the implementation debate is to be progressed.

Keywords

Citation

Meldrum, M. (1996), "Critical issues in implementing marketing", Journal of Marketing Practice: Applied Marketing Science, Vol. 2 No. 3, pp. 29-43. https://doi.org/10.1108/EUM0000000004297

Publisher

:

MCB UP Ltd

Copyright © 1996, MCB UP Limited

Related articles