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:	eng
Subjects:	Marketing planning Marketing strategy
Online Access:	Get full text
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Summary:	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 marketing strategies and plans and the consequent schism existing between researchers and practitioners.
ISSN:	0263-4503 1758-8049