Ten Barriers to Marketing Planning

Malcolm H. B. McDonald

18 citations0/0 files storedJournal of Services Marketing

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Marketing and Advertising Strategies Business Strategies and Innovation Strategic Planning and Analysis

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.

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1987A re‐appraisal of the role of marketing planning

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2018Customer response to service encounter linguistics 2025Gender, entrepreneurship, and marketing: Barriers and drivers for rural women in Iran

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