Diagnosing and treating operational and implementation barriers in synoptic marketing planning

Sally Dibb, Lyndon Simkin, David Wilson

Research output: Contribution to journalArticlepeer-review

9 Citations (Scopus)


Strategic marketing planning is now widely adopted by business-to-business organizations. While marketing planning principles are well established, practitioners attempting to implement the process often find their progress impeded by a variety of barriers. These barriers are explored through a review of published evidence and case study analysis of several organizations. This analysis exposes three levels of barriers to effective business-to-business marketing planning, relating to (i) organizational infrastructure, (ii) the planning process and (iii) implementation. These barriers reflect the synoptic nature of planning in many organizations. The findings lead to the development of a practitioner-oriented diagnostic and treatment tool which guides managers through the marketing planning process. Although this diagnostic deals specifically with issues which are relevant to the marketing planner, its wider implications for strategic planning are also explored.

Original languageEnglish
Pages (from-to)539-553
Number of pages15
JournalIndustrial Marketing Management
Issue number5
Early online date29 Sept 2007
Publication statusPublished - Jul 2008
Externally publishedYes


  • Business-to-business marketing
  • Implementation barriers
  • Marketing management
  • Marketing plan
  • Marketing planning
  • Marketing strategy
  • Synoptic planning

ASJC Scopus subject areas

  • Marketing


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