营销执行：对于战略执行过程中的营销效果减弱的启示外文翻译.docVIP

外文翻译 原文 Marketing Implementation: The Implications of Marketing Paradigm Weakness for the Strategy Execution Process Material Source: MARKETING IN THE 2 IST CENTURY Author：Nigel R Piercy Grounded more in executive development work with executives in international companies than in conventional empirical study, this article will argue that the ability of organizations to effectively implement marketing strategies is surprisingly poorly understood; furthermore, it maybe liable to reduce rather than grow, as a result of a number of factors currently affecting the role of marketing in major corporations. The argument is developed around the following goals. First, scholars and practitioners with interests in marketing strategy implementation issues are offered a commentary on a processual perspective on implementation. However, second, we will argue that in the important context of the globalization process and the importance of the international master brand (Sheth 1997), there are major differences in the marketing strategy implementation capabilities of organizations in different parts of the world. It is hoped that this also will be of interest to scholars in international marketing. Finally, we will argue that there are a number of important trends that are affecting the ability of organizations to implement marketing strategies in a global marketplace, which are of general importance and interest to marketing executives. Centrally, we will argue that in many countries outside the United States, the marketing paradigm I is frequently weaker in organizations than is the case in similar types of organization in the United States and, furthermore, that it is becoming weaker in many important respects. In the first instance, we will argue that a weaker marketing paradigm provides an important, although frequently covert, barrier to the effective implementation of global marketing strategies. In fact, the issue of marketing implementation has been long recog