search query: @author Leeflang, P. / total: 6
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| Author: | Leeflang, P. Mortanges, C. de |
| Title: | An empirical investigation of marketing planning |
| Journal: | Journal of Euromarketing
1996 : VOL. 6:1, p. 77-101 |
| Index terms: | MARKETING PLANNING EMPIRICAL RESEARCH |
| Language: | eng |
| Abstract: | This paper reports on a study of the planning procedures as well as the contents of marketing plans of 56 business firms located in the Netherlands. More specifically, the authors examined what subjects in which components of marketing plans were considered important. A distinction is made between consumer marketers and business-to-business marketers, as well as between tangible products and services. The authors found that two or three months are devoted to the preparation of the marketing plan in most organizations. |
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