Date of this Version
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.
Armstrong, J. S. (1989). On the Effectiveness of Marketing Planning. Retrieved from https://repository.upenn.edu/marketing_papers/220
Date Posted: 27 November 2017
This document has been peer reviewed.