Marketing Papers

Document Type

Review

Date of this Version

1989

Abstract

Managers are often told that formal planning helps. It is useful to examine whether this is good advice. Thus, I applaud this effort to study marketing planning in New Zealand. Nevertheless, I find it difficult to accept the conclusions drawn by the authors of “Marketing Planning in New Zealand” (MPNZ). I am concerned with the definition of marketing planning, the criteria, and the design of the study.

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Date Posted: 27 November 2017

This document has been peer reviewed.