1992•Unpublished venueRequires access

Marketing planning in Australia : practice and performance

Hui Ping. Lau

Abstract

The study identifies the situations in which marketing planning is especially useful. This enables the key elements of an effective marketing planning system to be traced out, and gives indications regarding how the changeable factors can be altered in order to improve the effectiveness of marketing planning. Gives a detailed summary of marketing planning practices in Australia and provides managers some valuable evidences in the value of formal marketing planning.

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Key concepts: Marketing, Business, Marketing management, Marketing strategy, Marketing research, Order (exchange), Process management, Finance