Essential Characteristics for an Effective Marketing Plan
Abstract
A comprehensive review of empirical research into successful marketing planning carried out during the 1980s, identifies seven essential characteristics for an effective marketing plan in the 1990s. These are examined.
Keywords
Citation
Brooksbank, R. (1991), "Essential Characteristics for an Effective Marketing Plan", Marketing Intelligence & Planning, Vol. 9 No. 7, pp. 17-20. https://doi.org/10.1108/EUM0000000001112
Publisher
:MCB UP Ltd
Copyright © 1991, MCB UP Limited