An Overview of Marketing Planning in UK Service Companies

Gordon E. Greenley

11 citations0/0 files storedMarketing Intelligence & Planning

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Marketing and Advertising Strategies Strategic Planning and Analysis Business and Management Studies

Abstract

This article focuses on the approaches that companies' marketing services take in the planning of their marketing operations, based on a recent survey of UK companies that market services as opposed to physical products. Results indicated that the planning of the marketing operation in many service companies is not as well developed as it could be.

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2012The Practice of Management 1973Marketing Management: Analysis, Planning and Control 1993European Journal of Marketing 1980The Marketing of Services 1980Business policy and strategy 1984An Understanding of Marketing Strategy 1974New product management 1983Where marketing planning fails

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