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Developing marketing planning skills: combining theory and practice

Jimmy Hill (Lecturer in Marketing and Entrepreneurship, Department of Marketing, School of Management, University of Ulster at Jordanstown, Northern Ireland)
Pauric McGowan (Lecturer in Marketing and Entrepreneurship, Department of Marketing, School of Management, University of Ulster at Jordanstown, Northern Ireland)
Pauline Maclaran (Senior Lecturer, School of Management, The Queen’s University of Belfast, Northern Ireland)

Journal of Marketing Practice: Applied Marketing Science

ISSN: 1355-2538

Article publication date: 1 May 1998

6899

Abstract

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.

Keywords

Citation

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

Publisher

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MCB UP Ltd

Copyright © 1998, MCB UP Limited

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