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Marketing Management, 4/e
Harper W Boyd
Orville C Walker, Jr
John W Mullins
Jean-Claude Larreche
Organizing and Planning for Effective Implementation

Chapter Overview

  • While much of this book has covered the various analytical tools and frameworks necessary to develop effective marketing strategies, such strategies are worthless without good implementation. Therefore, marketing managers, and general managers concerned about marketplace issues, must attend to organizational design issues. A business’s structure, policies, procedures, and resources must fit its chosen strategy or else implementation will fall short.







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