...Mohammed Rafiq; Richard A. Pallett Based on a survey of 205 CEOs in the UK engineering industry, demonstrates that engineering companies have made a small, but progressive, move towards implementing a marketing orientation philosophy, but need to do much more if they are to be internationally...

...Mike Meldrum The issue of implementation consistently appears in both academic and practitioner literature as a problem for marketing. Attempts to address this problem have often adopted the notion of antecedents to enhanced marketing practice as a means of better understanding the issues involved...

...Nigel F. Piercy; Nikala Lane Suggests that one of the most critical problems faced in achieving the implementation of market strategies is building consensus among managers and technical specialists that change in strategy is needed, to respond to change in the outside marketplace. Observes...

...Pervaiz K. Ahmed; Mohammed Rafiq Attempts to clarify the concept and scope of internal marketing and its strategic role in the implementation of change programmes. Shows the manner and the extent to which marketing techniques can be used internally by presenting an alternative conceptual model...

..., and service quality theorists. However, in spite of the availability of many techniques and systems for monitoring and measuring customer satisfaction and using it in decision making, there are major implementation problems facing a customer satisfaction strategy which have been totally ignored. An internal...