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Developing and implementing a marketing plan

chapter
posted on 15.06.2018, 00:00 by D Corkindale, M Leenders, Kylie Radel
Undertaking a comprehensive marketing planning exercise can enable marketers to answer, on behalf of their organisation, important questions. We examine the role of marketing planning, benefits, and the circumstances when marketing planning is required. We then outline a comprehensive marketing planning process and describe each of the steps involved.

History

Editor

Sharp B

Start Page

558

End Page

588

Number of Pages

31

ISBN-13

9780195590296

Publisher

Oxford University Press

Place of Publication

South Melbourne

Peer Reviewed

Yes

Open Access

No

External Author Affiliations

University of South Australia, RMIT University

Author Research Institute

Centre for Tourism and Regional Opportunities

Era Eligible

No

Edition

2nd

Number of Chapters

16