Ten Barriers to Marketing Planning
Malcolm H.B. McDonald
(Professor of Marketing Planning and Director of the Distance Education centre at the Cranfield School of Management as well as a director of a number of companies.)
1130
Abstract
Explores the reasons why the majority of industrial companies continue to rely on forecasting and budgeting systems rather than marketing planning. Identifies the key barriers to the development and implementation of marketing plans. Concludes with recommendations for overcoming these barriers and summarizes the benefits of using marketing planning.
Keywords
Citation
McDonald, M.H.B. (1990), "Ten Barriers to Marketing Planning", Journal of Services Marketing, Vol. 4 No. 2, pp. 5-18. https://doi.org/10.1108/EUM0000000002507
Publisher
:MCB UP Ltd
Copyright © 1990, MCB UP Limited