Diagnosing and treating operational and implementation barriers in synoptic marketing planning

Industrial Marketing Management

Volumn 37, Issue 5, 2008, Pages 539-553

  Dibb, Sally ^a   Simkin, Lyndon ^b   Wilson, David ^b  

^a OPEN UNIVERSITY BUSINESS SCHOOL   (United Kingdom)

^b UNIVERSITY OF WARWICK   (United Kingdom)

Author keywords

Business to business marketing; Implementation barriers; Marketing management; Marketing plan; Marketing planning; Marketing strategy; Synoptic planning

Indexed keywords

EID: 44349131525     PISSN: 00198501     EISSN: None     Source Type: Journal    
DOI: 10.1016/j.indmarman.2007.08.002     Document Type: Article

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