Auditing Marketing Strategy Implementation Success
Journal
Marketing Review St. Gallen
ISSN
1865-6544
ISSN-Digital
1865-7516
Type
journal article
Date Issued
2014-05
Author(s)
Abstract (De)
What makes a marketing strategy implementation successful and how can managers measure this success? To answer these questions, we developed a two-step audit approach. First, managers should measure the implementation success regarding effectiveness, efficiency, performance outcomes, and strategic embeddedness. Second, they should explore the reasons that have led to success or failure by regarding managerial, leadership, and environmental traps. Doing so will also provide corrective action plans for future implementation efforts.
Language
German
HSG Classification
contribution to scientific community
Refereed
Yes
Publisher
Gabler
Publisher place
Wiesbaden
Volume
31
Number
3
Start page
55
End page
65
Pages
11
Subject(s)
Division(s)
Eprints ID
230340
File(s)![Thumbnail Image]()
open.access
Name
Auditing Marketing Strategy Implementation Success.pdf
Size
1.23 MB
Format
Adobe PDF
Checksum (MD5)
50fa845a1e0c1dc0f40fc546a441f992