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The marketing planning process: Behavioral problems compared to analytical techniques in explaining marketing plan credibility
Piercy, Nigel F.; Morgan, Neil A. - In: Journal of Business Research 29 (1994) 3, pp. 167-178
Persistent link: https://www.econbiz.de/10005473972
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Marketing productivity, marketing audits, and systems for marketing performance assessment: integrating multiple perspectives
Morgan, Neil A.; Clark, Bruce H.; Gooner, Rich - In: Journal of Business Research 55 (2002) 5, pp. 363-375
Persistent link: https://www.econbiz.de/10005474037