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On the Effectiveness of Marketing Planning

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  • JS Armstrong

    (The Wharton School)

Abstract

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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File URL: http://128.118.178.162/eps/get/papers/0502/0502064.pdf
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Bibliographic Info

Paper provided by EconWPA in its series General Economics and Teaching with number 0502064.

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Length: 23 pages
Date of creation: 11 Feb 2005
Date of revision:
Handle: RePEc:wpa:wuwpgt:0502064

Note: Type of Document - pdf; pages: 23
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Web page: http://128.118.178.162

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Keywords: marketing; planning; effectiveness;

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