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Marketing Implementation: Ask for the order…. and close the deal! Marketing implementation: Ask for the order! focuses on implementing marketing strategies and plans. Implementation in practice, i.e. getting things done, proves to be the number one strategy killer. Yet, marketing implementation has received limited attention in research, training courses, textbooks and academic literature. This book explains the difficulties and complexity of implementation. Why marketing appears to be in a midlife crisis. Why marketing is too important to leave to marketeers. Why marketing is not just a business function, but an organization wide process, requiring a very specific attitude of everyone involved. Why marketing activities should preferably be placed in the line organization. How marketeers can learn from change management. And why smaller but smarter marketing departments should be the future. John Koster is professor of marketing implementation and organization at Nyenrode Business University and partner of Holland Consulting Group.
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Samenvatting boek 
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