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A Review of Portfolio Planning Models for Industrial Marketing and Purchasing Management

European Journal of Marketing

ISSN: 0309-0566

Article publication date: 1 March 1990

4788

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

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MCB UP Ltd

Copyright © 1990, MCB UP Limited

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