Marketing implementation factors


Situational factors

  • Management by common sense
  • Product orientation/ego involvement
  • Success by chance or lack of competition

Management factors

  • Lack of understanding of marketing
  • Lack of belief in marketing
  • Lack of belief in marketing
  • Resistance to change
  • Short-run orientation vs. long-run payoff of marketing

Marketing factors

  • Lack of competence of marketing personnel
  • Lack of leadership
  • Lack of power
  • Conflict with other departments
  • Problems with measuring marketing's contribution to corporate success

Individual factors

  • Personal stake
  • Goal congruence

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