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Volume 9, Issue 7
1 July 1991
Marketing Intelligence & Planning Cover Image for Volume 9, Issue 7
Research Article| July 01 1991

Essential Characteristics for an Effective Marketing Plan Available to Purchase

Roger Brooksbank
Roger Brooksbank
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Author & Article Information
Publisher: Emerald Publishing
Online ISSN: 1758-8049
Print ISSN: 0263-4503
© MCB UP Limited
1991
Marketing Intelligence & Planning (1991) 9 (7): 17–20.
https://doi.org/10.1108/EUM0000000001112

A comprehensive review of empirical research into successful marketing planning carried out during the 1980s, identifies seven essential characteristics for an effective marketing plan in the 1990s. These are examined.

Keywords:
Marketing planning, Research, Strategy
This content is only available via PDF.
© MCB UP Limited
1991
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