haku: @author Griffin, T. / yhteensä: 5
viite: 3 / 5
| Tekijä: | Griffin, T. |
| Otsikko: | Marketing planning: observations on current practices and recent studies. |
| Lehti: | European Journal of Marketing
1989 : VOL. 23:12, p. 21-35 |
| Asiasana: | MARKETING STRATEGIC PLANNING |
| Kieli: | eng |
| Tiivistelmä: | Problems and methods of marketing planning are discussed. Literature about the topic is reviewed. Major marketing planning problems identified by others are introduced and compared with the findings of a field study among 79 practitioners in the USA and 19 other countries. Among the various similarities and differences in planning which were identified, it was concluded that distinctions must be made among types of businesses and between annual operational planning and longer-rage strategic planning. This includes the people involved, the use of the term strategy, and most importantly, the difference in content between product and corporate plans. |
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