European Journal of Marketing

The marketing planning process is reviewed in two separate works. The first treats it as a "composite" model, comprehensively handled at both the strategic and the operational planning levels of management. The second emphasises the current lack of follow-through by implementation of marke...

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Bibliographic Details
Published in:Marketing intelligence & planning 1990-05, Vol.8 (5), p.9-11
Main Author: Carson, David J
Format: Article
Language:English
Subjects:
Marketing planning
Marketing strategy
Online Access:Get full text
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