A Review of Portfolio Planning Models for Industrial Marketing and Purchasing Management
Abstract
The more important strategic portfolio planning approaches that have evolved since Markowitz originally postulated his portfolio theory are described and summarised. Based on this review the author suggests that for industrial marketing and purchasing management the interaction approach to portfolio planning provides a valuable and pragmatic framework of use to academic and practising managers alike.
Keywords
Citation
Turnbull, P.W. (1990), "A Review of Portfolio Planning Models for Industrial Marketing and Purchasing Management", European Journal of Marketing, Vol. 24 No. 3, pp. 7-22. https://doi.org/10.1108/03090569010000629
Publisher
:MCB UP Ltd
Copyright © 1990, MCB UP Limited