On the Effectiveness of Marketing Planning

J. Scott Armstrong ()

General Economics and Teaching from EconWPA

Abstract: Managers are often told that formal planning helps. It is useful to examine whether this is good advice. Thus, I applaud this effort to study marketing planning in New Zealand. Nevertheless, I find it difficult to accept the conclusions drawn by the authors of “Marketing Planning in New Zealand” (MPNZ). I am concerned with the definition of marketing planning, the criteria, and the design of the study.

Keywords: marketing; planning; effectiveness (search for similar items in EconPapers)
JEL-codes: A (search for similar items in EconPapers)
Date: 2005-02-11
Note: Type of Document - pdf; pages: 23
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Persistent link: http://EconPapers.repec.org/RePEc:wpa:wuwpgt:0502064

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