Service marketing
Girli Vasiljev
HAAGAHELIA University of Applied Sciences
RB1X
21.02.2012
Chapter 4 This chapter looks at the barriers that can prevent a service organization being successful in
introducing marketing planning. It considers some of the more common
barriers, which are:
· Shorttermism
· Weak support from the chief executive and top management
· Lack of a plan for planning
· Lack of line management support
· Confusion over planning terms
· An overreliance on numbers
· Too much detail, too far ahead
· Onceayear ritual
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