search query: @author Sashittal, H. C. / total: 2
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| Author: | Sashittal, H. C. Wilemon, D. |
| Title: | Marketing implementation in small and mid-sized industrial firms. An exploratory study (Marketingplanung) |
| Journal: | Industrial Marketing Management
1996 : JAN, VOL. 25:1, p. 67-78 |
| Index terms: | |
| Freeterms: | MARKETING, MITTELBETRIEBE, KLEINBETRIEBE MANAGER |
| Language: | eng |
| Abstract: | Developing market plans on paper can be a difficult undertaking. Implementation and accomplishment of intended objectives is often a greater challenge. 40 managers from small and mid-sized industrial firms describe their experiences with implementing marketing strategies. The process appears to involve an almost certain deviation from original plans and requires adaptive decisions and actions. Managers also describe the actions they take, and the tactics they use to gain cooperation from others in order to implement plans and accomplish market objectives. |
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