publication . Article . 2014

Auditing Marketing Strategy Implementation Success

Dennis Herhausen; Thomas Egger; Cansu Oral;
Open Access German
  • Published: 01 May 2014
  • Publisher: Gabler
  • Country: Switzerland
Abstract
Given the complexity of making marketing strategies work, a reliable tool for the determination of implementation success seems essential. Implementation success is multidimensional since it results from both successful implementation efforts and favorable environmental conditions (Bonoma 1985). Thus, determining implementation success via traditional quantitative and financial performance indicators is problematic for at least two reasons: First, implementation success does not affect quantitative figures directly (e.g., market shares or turnovers). Rather, the outcomes of implementation quality have an impact on quantitative figures with a temporal delay. Furt...
Subjects
free text keywords: business studies, Process management, Management science, Strategy implementation, Business, Marketing research, Return on marketing investment, Profit impact of marketing strategy, Marketing strategy, business.industry, Marketing effectiveness, Quantitative marketing research, Marketing management
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publication . Article . 2014

Auditing Marketing Strategy Implementation Success

Dennis Herhausen; Thomas Egger; Cansu Oral;