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.

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