search query: @author Dibb, S. / total: 19
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| Author: | Dibb, S. |
| Title: | How marketing planning builds internal networks (Marketingplanung) |
| Journal: | Long Range Planning
1997 : FEB, VOL. 30:1, p. 53-63 |
| Index terms: | |
| Freeterms: | ORGANISATIONSSOZIOLOGIE, ARBEITSSOZIOLOGIE |
| Language: | eng |
| Abstract: | While the benefits of marketing planning are widely reported, less attention has been paid to the implementation difficulties which business can encounter when engaging in marketing planning. This article is concerned with internal partnerships and the facilitating role which relationships between organizational members have upon the marketing planning process. A detailed, 3 year qualitative company case study illustrates the role which internal partnerships and relationships play in implementing marketing planning. |
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