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Marketing Management and Strategy
- Publisher
- Emerald Publishing
- Copyright
- Copyright © 1996 MCB UP Ltd. All rights reserved.
- ISSN
- 0263-4503
- DOI
- 10.1108/02634509610121523
- Publisher site
- See Article on Publisher Site
Abstract
Notes that although in recent years much has been written about the critical, if not overwhelming contribution of effective marketing planning to the achievement of competitive success, most of the literature deals with the application of marketing planning as it relates to big business. By contrast, provides an understanding of how all the key principles can be applied in the smaller business, in the form of a practical step‐by‐step framework for plan development.
Journal
Marketing Intelligence & Planning – Emerald Publishing
Published: Jul 1, 1996
Keywords: Competitive advantage; Implementation; Marketing planning; Small firms; Success