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Proceedings of the 1995 World Marketing Congress pp 67–74Cite as

A Planning Model for New Business Opportunities

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Abstract

The purpose of this paper is to develop a planning model which is intuitive and iterative and thereby assists and encourages managers and students to develop commercially sensible plans for various business situations.

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References

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  • Grant, Ken, & Sutcliffe, Dale. “Marketing Planning in Australia: What's Really Happening?”, Marketing World, Vol. 8, No. 3, July 1988, pp. 11-14.

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  • Greenley, Gordon, E. “Where Marketing Planning Fails”, Long Range Planning, Vol. 16, No. 1, 1983, p. 106.

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  • Mintzberg, Henry. The Rise and Fall of Strategic Planning, Prentice Hall, 1994.

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Author information

Authors and Affiliations

  1. Monash University, Melbourne, Australia

    Ken Grant

  2. Laney Pickett & Associates, Melbourne, Australia

    Bill Pickett

Authors
  1. Ken Grant
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  2. Bill Pickett
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Editor information

Editors and Affiliations

  1. Monash University, Melbourne, Victoria, Australia

    K. Grant

  2. Monash University, Melbourne, Victoria, Australia

    I. Walker

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© 2015 Academy of Marketing Science

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Grant, K., Pickett, B. (2015). A Planning Model for New Business Opportunities. In: Grant, K., Walker, I. (eds) Proceedings of the 1995 World Marketing Congress. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-17311-5_11

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