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Essential Characteristics for an Effective Marketing Plan

Marketing Intelligence & Planning

ISSN: 0263-4503

Article publication date: 1 July 1991

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

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MCB UP Ltd

Copyright © 1991, MCB UP Limited