论文信息 - Strategic Marketing Planning: A State‐of‐the‐art Review

Strategic Marketing Planning: A State‐of‐the‐art Review

Strategic marketing planning has never been the simple, step‐by‐step approach described so prolifically in prescriptive texts and courses. Reviews strategic marketing planning in the context of different modes of strategic planning. Defines strategic marketing planning, examines its role in an organization, reviews some of the techniques used in the process and concludes by exploring some of the principal barriers which hamper the introduction of strategic marketing planning, or serve to reduce its effectiveness.

Malcolm McDonald | M. McDonald

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