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Keywords: Management literature
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Journal Articles
Journal:
European Journal of Marketing
European Journal of Marketing (1986) 20 (7): 5–20.
Published: 01 July 1986
...Peter W. Turnbull; Jean‐Paul Valla Advances that strategic planning has been the focus of increasing attention in the management literature, although marketing planning has received less priority. Contends that the particular characteristics of industrial marketing require a framework of strategic...
