Marketing planning: a computer assisted approach

Abstract

Marketing planning is a key area of marketing management. Planning activities have become extremely complex and demand systematic and effective techniques which can help to optimize the efficiency of executing such activities. Efficiency amounts to bringing about the greatest reductions in time to complete the scheduled activities while taking into account the economic feasibility of using available resources. Argues that planning, scheduling and control can be enhanced greatly with the use of project evaluation and review technique (PERT). Claims that it helps to monitor and organize resources to enable activities to be completed on time and within budget limits. Describes Time Line for Windows, a PERT package which is designed specifically for the end‐user and which can be run on a desktop computer to facilitate the marketing planning process.

Citation

Proctor, T. (1995), "Marketing planning: a computer assisted approach", Marketing Intelligence & Planning, Vol. 13 No. 7, pp. 7-12. https://doi.org/10.1108/02634509510043954