This paper examines the problems of translating marketing theory into effective marketing practice and specifically concentrates on the difficulties that surround the marketing planning process. First the authors explore the barriers to marketing planning and relate these to the lack of specific marketing competencies. Then the concept of work‐based learning is discussed and a programme of this nature suggested which builds on key marketing planning competencies.
Hill, J., McGowan, P. and Maclaran, P. (1998), "Developing marketing planning skills: combining theory and practice", Journal of Marketing Practice: Applied Marketing Science, Vol. 4 No. 3, pp. 69-84. https://doi.org/10.1108/EUM0000000004489
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