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A comparative study of marketing planning in Portugal and the UK

Dibb, Sally; Farhangmehr, Minoo and Simkin, Lyndon (2001). A comparative study of marketing planning in Portugal and the UK. Marketing Intelligence and Planning, 19(6) pp. 409–417.

DOI (Digital Object Identifier) Link: http://dx.doi.org/10.1108/02634500110405414
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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.

Item Type: Journal Article
ISSN: 0263-4503
Keywords: marketing; planning; Portugal; United Kingdom
Academic Unit/Department: Open University Business School
Interdisciplinary Research Centre: Innovation, Knowledge & Development research centre (IKD)
Item ID: 2016
Depositing User: Users 12 not found.
Date Deposited: 31 May 2006
Last Modified: 02 Dec 2010 19:46
URI: http://oro.open.ac.uk/id/eprint/2016
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