European Journal of Marketing

Abstract

The marketing planning process is reviewed in two separate works. The first treats it as a “composite” model, comprehensively handled at both the strategic and the operational planning levels of management. The second emphasises the current lack of follow‐through by implementation of marketing strategies and plans and the consequent schism existing between researchers and practitioners.

Citation

Carson, D.J. (1990), "European Journal of Marketing", Marketing Intelligence & Planning, Vol. 8 No. 5, pp. 9-11. https://doi.org/10.1108/EUM0000000001078