Marketing educators: addressing implementation in core courses

Abstract

Most marketing textbooks and the majority of UK business school marketing courses fail to devote attention to how the marketing function within an organization can influence and facilitate the up-take and implementation of marketing strategies, marketing plans and marketing recommendations. Any mentions made of impediments facing the roll-out and deployment of marketing recommendations tend to be rather dated in their perspective, failing to reflect current barriers to implementation. Hardly any insights are offered in terms of how these impediments can be overcome or pre-empted. This paper makes a strong recommendation to marketing educators to upgrade their thinking on this important aspect of effective marketing.