Essential Characteristics for an Effective Marketing Plan
Marketing Intelligence & Planning
Article publication date: 1 July 1991
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.
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
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