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Marketing Kinetics

Marketing Intelligence & Planning

ISSN: 0263-4503

Article publication date: 1 May 1991

Abstract

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.

Keywords

Citation

Giles, W.D. (1991), "Marketing Kinetics", Marketing Intelligence & Planning, Vol. 9 No. 5, pp. 4-8. https://doi.org/10.1108/EUM0000000001100

Publisher

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MCB UP Ltd

Copyright © 1991, MCB UP Limited