On the Effectiveness of Marketing Planning

Preprint OPEN
JS Armstrong;
(2005)
  • Subject: marketing, planning, effectiveness
    • jel: jel:A

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 “Marketin... View more
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