February 2015
Intermediate to advanced
256 pages
6h 41m
English
Content preview from Customer-Centric Marketing
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Barriers to adopting sustainable marketing planning
Previously we addressed some of the myths attached to digital and sustainable marketing (see Chapter 4). As discussed, the newer idea of sustainable marketing needs to be adopted more widely and with more conviction… so what’s holding it back? First, it’s simply poor implementation of marketing plans.
FAQ: If it’s so important, why does planning fail?
This question arises again and again when teaching marketing planning to practitioners. First let’s be clear, it’s not the size that matters. Many studies have noted the positive link between having a marketing plan and business performance in SMEs. Also many large, well-resourced organizations fail to plan or fail ...
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