Marketing implementation in small and midsized industrial firms: An exploratory study
Forty managers from small and midsized industrial firms describe their experiences with implementing marketing strategies. The process appears to involve an almost certain deviation from original plans and requires a continual stream of adaptive decisions and actions. Managers also describe the specific actions they take, and the tactics they use to gain cooperation from others in order to implement plans and accomplish market objectives.
Sashittal, Hemant C. and Wilemon, David (1996). "Marketing implementation in small and midsized industrial firms: An exploratory study." Industrial Marketing Management 25.1, 67-78.
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