Marketing Planning for Maximum Growth

Abstract

In this, the second edition, the experience of actually running a marketing planning process in organisations further updates and revises the highly practical emphasis. The need for vision, how to enunciate it, and the interface between various levels of managers are integrated specifically into the process. Further analysis using the SWOT technique is provided together with enhanced insight into maintaining competitive advantage. Essentially a practical manual on running a planning process, the worksheet method has been well tried and tested. The experience of managers who have implemented the process using the first edition is included to enhance the technique′s dynamism and effectiveness.

Citation

Giles, W. (1989), "Marketing Planning for Maximum Growth", Marketing Intelligence & Planning, Vol. 7 No. 3/4, pp. 1-98. https://doi.org/10.1108/EUM0000000001041