Planning and budgeting in publishing: The link with marketing
- 29 Downloads
Publishing companies have embraced strategic, business, and market planning, but may not fully grasp its potential. This article describes their applications in a publishing environment, focusing on fundamental information required if the process is to have a beneficial outcome, as well as risks for the organization if planning is poorly conceived.
KeywordsPlanning Process Strategic Planning Distribution Channel Marketing Activity Marketing Effort
Unable to display preview. Download preview PDF.