An Overview of Marketing Planning in UK Service Companies
Gordon E. Greenley
(North Staffordshire Polytechnic/West Midlands Regional Management Centre)
696
Abstract
This article focuses on the approaches that companies' marketing services take in the planning of their marketing operations, based on a recent survey of UK companies that market services as opposed to physical products. Results indicated that the planning of the marketing operation in many service companies is not as well developed as it could be.
Keywords
Citation
Greenley, G.E. (1983), "An Overview of Marketing Planning in UK Service Companies", Marketing Intelligence & Planning, Vol. 1 No. 3, pp. 55-68. https://doi.org/10.1108/eb045691
Publisher
:MCB UP Ltd
Copyright © 1983, MCB UP Limited