The Contemporary Use of Strategy, Strategic Planning, and Planning Tools by Marketers: A Cross‐national Comparison

Abstract

Describes how disciplinary surveys conducted in the USA and South Africa reveal some interesting comparisons. Also how concentration strategies can assist targeting, marketplace production and assess market sales situations.

Citation

Morris, M.H. and Pitt, L.F. (1993), "The Contemporary Use of Strategy, Strategic Planning, and Planning Tools by Marketers: A Cross‐national Comparison", European Journal of Marketing, Vol. 27 No. 9, pp. 36-57. https://doi.org/10.1108/03090569310043188