On the Effectiveness of Marketing Planning
AbstractManagers 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.
Download InfoIf you experience problems downloading a file, check if you have the proper application to view it first. In case of further problems read the IDEAS help page. Note that these files are not on the IDEAS site. Please be patient as the files may be large.
Bibliographic InfoPaper provided by EconWPA in its series General Economics and Teaching with number 0502064.
Length: 23 pages
Date of creation: 11 Feb 2005
Date of revision:
Note: Type of Document - pdf; pages: 23
Contact details of provider:
Web page: http://22.214.171.124
marketing; planning; effectiveness;
Find related papers by JEL classification:
- A - General Economics and Teaching
This paper has been announced in the following NEP Reports:
- NEP-ALL-2005-04-16 (All new papers)
You can help add them by filling out this form.
For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (EconWPA).
If references are entirely missing, you can add them using this form.