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Marketing .. practitioners attempting to implement the process often find their progress impeded by a variety of barriers. 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. Synoptics - similarity in word choices and event placement shows an interrelationship. The synoptic problem concerns how this interrelation came to pass and what the nature of this interrelationship is.- - apparently.