Copy the page URI to the clipboard
Dibb, Sally; Farhangmehr, Minoo and Simkin, Lyndon
(2001).
DOI: https://doi.org/10.1108/02634500110405414
Abstract
Most marketing managers are now convinced about the benefits that businesses gain from marketing planning. In the UK, research indicates that the majority of businesses are involved in some kind of planning activity. In Portugal, where the marketing function is less well established, marketing planning is not so developed. Presents the results of a comparative study which examines the level and nature of marketing activity in Portuguese and UK firms and considers the impact upon marketing planning activity. The study is based on a sample of firms drawn from the top 1,000 businesses (by turnover) in the UK and Portugal. Illustrates stark contrasts in the characteristics of marketing planning in each country, although there are signs of increasing marketing and planning activity in Portugal.
Viewing alternatives
Metrics
Public Attention
Altmetrics from AltmetricNumber of Citations
Citations from DimensionsItem Actions
Export
About
- Item ORO ID
- 2016
- Item Type
- Journal Item
- ISSN
- 0263-4503
- Keywords
- marketing; planning; Portugal; United Kingdom
- Academic Unit or School
- Faculty of Business and Law (FBL)
- Research Group
- Innovation, Knowledge & Development research centre (IKD)
- Depositing User
- ORO Import