Skip to main content

Addressing organizational prerequisites in marketing planning programmes

Buy Article:

$54.08 plus tax (Refund Policy)

Abstract:

Numerous experts believe that in practice the much-vaunted benefits of formalized marketing planning as extolled by Jain or McDonald often fail to materialize. Experience with many business-to-business organizations has shown that this does not have to be so: if managed and planned, marketing planning can indeed bring forth its well-publicized virtues. In addition, if the process is well conceived as well as carefully executed, there are significant benefits to be had in terms of relationships and communications, as described in this paper. Understanding the prerequisites of the marketing planning programme prior to initiation is essential.

Keywords: Implementation; Marketing; Organizations; Personnel; Planning; Strategy

Document Type: Research Article

DOI: http://dx.doi.org/10.1108/02634509610127572

Publication date: May 1, 1996

More about this publication?
mcb/020/1996/00000014/00000005/art00006
dcterms_title,dcterms_description,pub_keyword
6
5
20
40
5

Access Key

Free Content
Free content
New Content
New content
Open Access Content
Open access content
Subscribed Content
Subscribed content
Free Trial Content
Free trial content
Cookie Policy
X
Cookie Policy
Ingenta Connect website makes use of cookies so as to keep track of data that you have filled in. I am Happy with this Find out more