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- Publisher
- Emerald Publishing
- Copyright
- Copyright © Emerald Group Publishing Limited
- ISSN
- 0263-4503
- DOI
- 10.1108/02634509210016632
- Publisher site
- See Article on Publisher Site
Abstract
Strategic marketing planning has never been the simple,stepbystep approach described so prolifically in prescriptive textsand courses. Reviews strategic marketing planning in the context ofdifferent modes of strategic planning. Defines strategic marketingplanning, examines its role in an organization, reviews some of thetechniques used in the process and concludes by exploring some of theprincipal barriers which hamper the introduction of strategic marketingplanning, or serve to reduce its effectiveness.
Journal
Marketing Intelligence & Planning – Emerald Publishing
Published: Apr 1, 1992