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Keywords: Objectives
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Journal Articles
Journal:
Journal of Services Marketing
Journal of Services Marketing (1990) 4 (2): 5–18.
Published: 01 February 1990
... for overcoming these barriers and summarizes the benefits of using marketing planning. © MCB UP Limited 1990 Forecasting Marketing planning Objectives TEN BARRIERS TO MARKETING PLANNING Malcolm H. B. McDonald This article explores why, given the acknowledged benefits companies can enjoy carrying...
