International Marketing Planning

This monograph identifies and evaluates the marketing planning practices of British industrial goods companies operating internationally and examines the validity of the widespread belief that formalised marketing planning facilitates success. It defines the theoretical framework for marketing planning and describes a logical sequence of activities leading to the setting of marketing objectives and the formulation of plans for achieving them. It also contains a report of the results of in‐depth interviews with 385 directors and senior managers from 199 companies covering a broad spectrum of size and diversity, the purpose of which was to establish the extent to which the theory is practised and what the consequences are of either conformity or non‐conformity.