Marketing planning in Australia : practice and performance

Lau, Hui Ping. 1992, Marketing planning in Australia : practice and performance, M.Com. thesis, Deakin University.

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Title Marketing planning in Australia : practice and performance
Author Lau, Hui Ping.
Institution Deakin University
Faculty Faculty of Commerce
Degree name M.Com.
Date submitted 1992
Keyword(s) Marketing - Australia
Summary The study identifies the situations in which marketing planning is especially useful. This enables the key elements of an effective marketing planning system to be traced out, and gives indications regarding how the changeable factors can be altered in order to improve the effectiveness of marketing planning. Gives a detailed summary of marketing planning practices in Australia and provides managers some valuable evidences in the value of formal marketing planning.
Language eng
Description of original [vii], 217 leaves + appendix ; 30 cm.
Dewey Decimal Classification 658.802
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