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Jacket
Foundations of Marketing
David Jobber, University of Bradford
John Fahy, University of Limerick
Managing Marketing Implementation, Organisation & Control

Chapter Objectives

This chapter covers:
1. The relationship between marketing strategy, implementation and performance
2. The barriers to effective implementation
3. The skills and tactics that can be used to overcome resistance to the implementation of the marketing concept and plan
4. Marketing organizational structures
5. The nature of a marketing control system








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