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First, poor execution tends to mask both the appropriateness and the inappropriateness of the strategy. Managers should look at marketing practices before making strategic adjustments. A careful examination of the how questions the implementations ones, often can identify an execution culprit responsible for problems that are seemingly strategic. Managers need a catalog of the traps in marketing practice.
Structural problems of marketing practice
Functions: the fundamentals
Marketing functions include selling, trade promotion, and distributor management.
Managers most often have problems with sales force management, distributor management and pricing moves...
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