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Developing and implementing a marketing plan
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 BStart Page
558End Page
588Number of Pages
31ISBN-13
9780195590296Publisher
Oxford University PressPlace of Publication
South MelbourneFull Text URL
Peer Reviewed
- Yes
Open Access
- No
External Author Affiliations
University of South Australia, RMIT UniversityAuthor Research Institute
- Centre for Tourism and Regional Opportunities
Era Eligible
- No