The theory and practice of marketing planning for industrial goods in international markets
This thesis identifies and evaluates the marketing-planning practices of British industrial goods companies operating internationally, and examines the validity of the widespread belief that formalised marketing planning facilitates success. Part I defines the theoretical framework for marketing pla...
| Main Author: | |
|---|---|
| Other Authors: | |
| Published: |
Cranfield University
1982
|
| Subjects: | |
| Online Access: | http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.258208 |