The marketing planning experience: a UK and Portuguese comparison

The marketing planning experience: a UK and Portuguese comparison Most marketing managers are now convinced about the benefits that businesses gain from marketing planning. In the UK, research indicates that the majority of businesses are involved in some kind of planning activity. In Portugal, where the marketing function is less well established, marketing planning is not so developed. Presents the results of a comparative study which examines the level and nature of marketing activity in Portuguese and UK firms and considers the impact upon marketing planning activity. The study is based on a sample of firms drawn from the top 1,000 businesses (by turnover) in the UK and Portugal. Illustrates stark contrasts in the characteristics of marketing planning in each country, although there are signs of increasing marketing and planning activity in Portugal. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Marketing Intelligence & Planning Emerald Publishing

The marketing planning experience: a UK and Portuguese comparison

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Publisher
Emerald Publishing
Copyright
Copyright © 2001 MCB UP Ltd. All rights reserved.
ISSN
0263-4503
DOI
10.1108/02634500110405414
Publisher site
See Article on Publisher Site

Abstract

Most marketing managers are now convinced about the benefits that businesses gain from marketing planning. In the UK, research indicates that the majority of businesses are involved in some kind of planning activity. In Portugal, where the marketing function is less well established, marketing planning is not so developed. Presents the results of a comparative study which examines the level and nature of marketing activity in Portuguese and UK firms and considers the impact upon marketing planning activity. The study is based on a sample of firms drawn from the top 1,000 businesses (by turnover) in the UK and Portugal. Illustrates stark contrasts in the characteristics of marketing planning in each country, although there are signs of increasing marketing and planning activity in Portugal.

Journal

Marketing Intelligence & PlanningEmerald Publishing

Published: Nov 1, 2001

Keywords: Marketing; Planning; United Kingdom; Portugal

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