دانلود رایگان مقاله لاتین شناسایی موانع عملیاتی و اجرای برنامه ریزی بازاریابی سینوپتیک از سایت الزویر
عنوان فارسی مقاله:
تشخیص و درمان موانع عملیاتی و پیاده سازی در برنامه ریزی بازاریابی سینوپتیک
عنوان انگلیسی مقاله:
Diagnosing and treating operational and implementation barriers in synoptic marketing planning
سال انتشار : 2008
بخشی از مقاله انگلیسی:
2. Marketing planning barriers
Business-to-business organization uses marketing planning to co-ordinate and control their marketing activities, among other uses (Doyle, 2001; McDonald, 2002). Through this systematic process marketing opportunities are assessed and the organization's marketing strategy is designed and implemented. All aspects of marketing management are involved: driving businesses through a process of marketing analysis, determination of competitive advantage (Varadarajan & Clark, 1994), strategy development, and the implementation of marketing programs (McDonald, 1996). The usual output, a written document known as the marketing plan, captures the analysis and strategic thinking at the heart of the planning process and focuses on the marketing programs and implementation activities which will be rolled-out. When marketing textbooks describe marketing planning, the focus is on explanations of the process and the rationale for its use (Dibb, Simkin, Ferrell, & Pride, 2006). The marketing planning benefits which McDonald (2002) presents are typical: greater awareness of marketing trends, more informed decisionmaking, improved communication and co-ordination within and between functions, more efficient resource allocation, greater responsiveness to change, and a better fit between marketing strategy and tactical programs. The problems for practitioners attempting to achieve these benefits are the implementation barriers they encounter when applying marketing planning in practice. Some of these difficulties are reported in the academic and practitioner literature by authors who describe a host of organizational, operational, managerial and communications barriers (Doyle, 1998; Greenley, 1982; Simkin, 2000; Verhage & Waarts, 1988). As Table 1 shows, these impediments range from leadership, cultural, and communication issues, to shortages of data, personnel and other resources. Guidance about managing and implementing marketing planning in the face of these problems is more difficult to find. Much of the available work draws on internal marketing principles (eg: Leeflang & de Mortanges, 1996; McDonald, 2002; Piercy, 2000). For example, in his discussion of internal marketing, Lings (1999) argues for the application of marketing principles within the company, using communication and guidance programs targeted at internal audiences to develop responsiveness and a unified sense of purpose among employees. Day and Montgomery (1999), drawing on the work of Deshpande (1998), agree, arguing that personnel involved in marketing activities (including planning) need to be cross-functional, crosshierarchical and more cooperative in their practices in order to be effective. They suggest that without addressing who to involve in planning and how to facilitate their cooperation, there is less likelihood of a successful outcome.
کلمات کلیدی:
Market Segmentation Success: Making It Happen! https://books.google.com/books?isbn=1136772456 Sally Dibb, Lyndon Simkin - 2013 - Business & Economics “Market Segmentation: Diagnosing and Overcoming the Segmentation Barriers,”Industrial Marketing Management,30, pp. 609-625. S Dibb and L Simkin (2007). “Diagnosing and Treating Operational and Implementation Barriers in Synoptic Marketing Planning,” Industrial Marketing Management, forthcoming ... MARKETING MANAGEMENT 4E - Page 1999 - Google Books Result https://books.google.com/books?isbn=1259081451 SAXENA - 2009 - Marketing 7. Dibb, Sally, How marketing planning builds internal networks, long Range Planning 30, no. 1, (February 1997), p53, (11p). 8. Dibb, Sally, Simkin, Lyndon, Wilson, David, Diagnosing and treating operational and implementation barriers in synoptic marketing planning, Industrial Marketing Management, In Press, Corrected ... The Marketing Planning Workbook: Effective Marketing for Marketing ... https://books.google.com/books?isbn=1861523491 Sally Dibb, Lyndon Simkin - 1996 - Business & Economics He believes - supported by numerous marketing experts - that inadequate attention is given to producing plans which address implementation. This is equally ... 1 4.4 Barriers to Implementation: People and Culture Too much focus is given to techniques and formal methods in marketing strategy and management research.
