Marketing Intelligence & Planning
Article publication date: 1 May 1991
Most companies would admit that one of their greatest difficulties is implementing strategy. More often than not the plan is blamed but, in reality, it is the process of planning that is at fault. However, conducted properly, the processes of strategic planning and implementation are themselves powerful tools for organisational education and change. This phenomenon is the essence of marketing kinetics. The article discusses the reasons for poor strategy implementation and demonstrates that it is the level of ownership that dictates the effectiveness of implementation rather than the sophistication of the plan. It is shown how the application of the rules of marketing kinetics can reposition a company as a leader in its market.
Giles, W.D. (1991), "Marketing Kinetics", Marketing Intelligence & Planning, Vol. 9 No. 5, pp. 4-8. https://doi.org/10.1108/EUM0000000001100
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