{"title":"发展营销策划技能:理论与实践相结合","authors":"Jimmy Hill, P. McGowan, Pauline Maclaran","doi":"10.1108/EUM0000000004489","DOIUrl":null,"url":null,"abstract":"This paper examines the problems of translating marketing theory into effective marketing practice and specifically concentrates on the difficulties that surround the marketing planning process. First the authors explore the barriers to marketing planning and relate these to the lack of specific marketing competencies. Then the concept of work‐based learning is discussed and a programme of this nature suggested which builds on key marketing planning competencies.","PeriodicalId":305809,"journal":{"name":"Journal of Marketing Practice: Applied Marketing Science","volume":"18 1","pages":"0"},"PeriodicalIF":0.0000,"publicationDate":"1998-05-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"28","resultStr":"{\"title\":\"Developing marketing planning skills: combining theory and practice\",\"authors\":\"Jimmy Hill, P. McGowan, Pauline Maclaran\",\"doi\":\"10.1108/EUM0000000004489\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"This paper examines the problems of translating marketing theory into effective marketing practice and specifically concentrates on the difficulties that surround the marketing planning process. First the authors explore the barriers to marketing planning and relate these to the lack of specific marketing competencies. Then the concept of work‐based learning is discussed and a programme of this nature suggested which builds on key marketing planning competencies.\",\"PeriodicalId\":305809,\"journal\":{\"name\":\"Journal of Marketing Practice: Applied Marketing Science\",\"volume\":\"18 1\",\"pages\":\"0\"},\"PeriodicalIF\":0.0000,\"publicationDate\":\"1998-05-01\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"28\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Journal of Marketing Practice: Applied Marketing Science\",\"FirstCategoryId\":\"1085\",\"ListUrlMain\":\"https://doi.org/10.1108/EUM0000000004489\",\"RegionNum\":0,\"RegionCategory\":null,\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"\",\"JCRName\":\"\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Marketing Practice: Applied Marketing Science","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1108/EUM0000000004489","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"","JCRName":"","Score":null,"Total":0}
Developing marketing planning skills: combining theory and practice
This paper examines the problems of translating marketing theory into effective marketing practice and specifically concentrates on the difficulties that surround the marketing planning process. First the authors explore the barriers to marketing planning and relate these to the lack of specific marketing competencies. Then the concept of work‐based learning is discussed and a programme of this nature suggested which builds on key marketing planning competencies.
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