haku: @author Crittenden, V. L. / yhteensä: 3
viite: 3 / 3
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| Tekijä: | Bonoma, T. V. Crittenden, V. L. |
| Otsikko: | Managing marketing implementation. (!Managerial skills) |
| Lehti: | Sloan Management Review
1988 : WINTER, VOL. 29:2, p. 7-14 |
| Asiasana: | MARKETING MANAGEMENT MARKETING |
| Kieli: | eng |
| Tiivistelmä: | A marketing implementation taxonomy is designed on the basis of four structural levels of operations (actions, programs, systems and policies) and the managerial skills necessary at four central implementation processes (interacting, allocating, monitoring, organizing). A clinical research program is described. The intent of the research was exploratory and qualitative in observation of managers as they dealt with implementation problems. The overall findings of forty-four case studies are reported and analyzed. The plausibility of the taxonomy is discussed. A set of propositions from the relationships between structures and skills is suggested. Implications for the managerial practice are set forth. |
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