Abstract
The organisation’s annual operating plan will result from combining the plans of many separate organisational functions of which marketing is only one. In this sense the annual marketing plan is simply one among many, combining with an annual manufacturing plan, an annual research and development plan and many others to produce the over-all operating plan.
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© 1981 J. R. Bureau
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Bureau, J.R. (1981). The Operational Marketing Plan. In: Brand Management. Macmillan Studies in Marketing Management. Palgrave, London. https://doi.org/10.1007/978-1-349-86068-5_3
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DOI: https://doi.org/10.1007/978-1-349-86068-5_3
Publisher Name: Palgrave, London
Print ISBN: 978-0-333-31903-1
Online ISBN: 978-1-349-86068-5
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