Abstract
The issues to be addressed in Chapter 20 include:
-
1
The need for formal plans.
-
2
A framework for marketing planning.
-
3
The essential components of a marketing plan.
This is a preview of subscription content, log in via an institution to check access.
Preview
Unable to display preview. Download preview PDF.
Notes and References
M. H. B. McDonald, ‘The Theory and Practice of Marketing Planning’, Ph.D. dissertation, Cranfield Institute of Technology (1982). This section borrows heavily from this source. Published as Marketing Plans (London: Heinemann, 1984).
John W. Leppard and Malcolm H.B. McDonald, ‘Marketing Planning and corporate culture: a conceptual framework which examines management attitudes in the context of marketing planning’, Journal of Marketing Management, 7(3) (July 1991).
J. C. Camillus, ‘Evaluating the Benefits of Long-range Planning Systems’, Long Range Planning (June 1975).
B. Charles Ames, see n. 4 above.
B. Charles Ames, ‘Trappings versus Substance in Industrial Marketing’, Harvard Business Review (July-August 1970) pp. 93–102.
‘The Fed loses its Reserve’, Marketing (2 August 1984).
Michael J. Baker, Marketing (London: Macmillan, 1991) 5th edn.
Dale D. McKonkey, ‘Planning in a changing environment’, Business Horizons (September-October 1988).
Aubrey Wilson, ‘Aubrey Wilson’s Marketing Audit Checklists’ (New York, McGraw-Hill, 1982).
John Stapleton, ‘How to Prepare a Marketing Plan’ (London: Gower 1987) 4th edn.
James S. Makens, The 12-day Marketing Plan (New York: Thorsons Publishers, 1989).
Copyright information
© 1992 Michael J. Baker
About this chapter
Cite this chapter
Baker, M.J. (1992). The (Short-term) Marketing Plan. In: Marketing Strategy and Management. Palgrave, London. https://doi.org/10.1007/978-1-349-22167-7_20
Download citation
DOI: https://doi.org/10.1007/978-1-349-22167-7_20
Publisher Name: Palgrave, London
Print ISBN: 978-0-333-57644-1
Online ISBN: 978-1-349-22167-7
eBook Packages: Palgrave Business & Management CollectionBusiness and Management (R0)