The BASIC marketing planning process: a practical framework for the smaller business
Abstract
Notes that although in recent years much has been written about the critical, if not overwhelming contribution of effective marketing planning to the achievement of competitive success, most of the literature deals with the application of marketing planning as it relates to big business. By contrast, provides an understanding of how all the key principles can be applied in the smaller business, in the form of a practical step‐by‐step framework for plan development.
Keywords
Citation
Brooksbank, R. (1996), "The BASIC marketing planning process: a practical framework for the smaller business", Marketing Intelligence & Planning, Vol. 14 No. 4, pp. 16-23. https://doi.org/10.1108/02634509610121523
Publisher
:MCB UP Ltd
Copyright © 1996, MCB UP Limited