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Marketing educators: addressing implementation in core courses

Dibb, Sally and Simkin, Lyndon (2003). Marketing educators: addressing implementation in core courses. Journal of Strategic Marketing, 11(1) pp. 3–13.

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Most marketing textbooks and the majority of UK business school marketing courses fail to devote attention to how the marketing function within an organization can influence and facilitate the up-take and implementation of marketing strategies, marketing plans and marketing recommendations. Any mentions made of impediments facing the roll-out and deployment of marketing recommendations tend to be rather dated in their perspective, failing to reflect current barriers to implementation. Hardly any insights are offered in terms of how these impediments can be overcome or pre-empted. This paper makes a strong recommendation to marketing educators to upgrade their thinking on this important aspect of effective marketing.

Item Type: Journal Article
ISSN: 0965-254X
Keywords: implementation; education; planning; strategizing
Academic Unit/Department: Open University Business School
Interdisciplinary Research Centre: Innovation, Knowledge & Development research centre (IKD)
Item ID: 2027
Depositing User: Users 12 not found.
Date Deposited: 08 Jun 2006
Last Modified: 02 Dec 2010 19:46
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