Barriers to Marketing Implementation in U.K. Professional Service Firms |
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Abstract: | This paper focuses upon the critical role that imple- mentation plays in determining the 'success' or 'failure' of the mar- keting function. The authors discuss the particular implementation problems that are faced by marketers in professional service firms in the UK where marketing is still a relatively new function, and pro- pose a number of ways in which marketers may be able to overcome some of these internal barriers. |
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