Marketing Planning and Customer Policy

Abstract

Marketing planning cuts corporate boundaries and traditional demarcation lines, to leave the customer as the final judge of the effectiveness of the process. In the second of Management Decision's series of articles initially addressed to the financial services industry, William Giles argues its significance.

Citation

Giles, W. (1986), "Marketing Planning and Customer Policy", Management Decision, Vol. 24 No. 3, pp. 19-27. https://doi.org/10.1108/eb001407