On the Effectiveness of Marketing Planning

Managers are often told that formal planning helps. It is useful to examine whether this is good advice. Thus, I applaud this effort to study marketing planning in New Zealand. Nevertheless, I find it difficult to accept the conclusions drawn by the authors of “Marketing Planning in New Zealand” (MPNZ). I am concerned with the definition of marketing planning, the criteria, and the design of the study.

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Year of publication:	2005-02-11
Authors:	Armstrong, JS
Institutions:	EconWPA
Subject:	marketing \| planning \| effectiveness

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Extent:	application/pdf
Series:	General Economics and Teaching.
Type of publication:	Book / Working Paper
Notes:	Type of Document - pdf; pages: 23 23 pages
Classification:	A - General Economics and Teaching
Source:	RePEc - Research Papers in Economics

Persistent link: https://www.econbiz.de/10005556568