Abstract
While some business organisations may be indifferent, and even hostile, to the needs of long-term strategic planning, the great majority of such organisations consider it axiomatic that they require short-term operational plans.
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© 1981 J. R. Bureau
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Bureau, J.R. (1981). Operational Planning Needs. In: Brand Management. Macmillan Studies in Marketing Management. Palgrave, London. https://doi.org/10.1007/978-1-349-86068-5_2
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DOI: https://doi.org/10.1007/978-1-349-86068-5_2
Publisher Name: Palgrave, London
Print ISBN: 978-0-333-31903-1
Online ISBN: 978-1-349-86068-5
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