The BASIC marketing planning process: a practical framework for the smaller business
作者： Roger Brooksbank
DOI: 10.1108/02634509610121523
关键词: Digital marketing 、 Process management 、 Return on marketing investment 、 Marketing management 、 Business marketing 、 Business 、 New business development 、 Marketing strategy 、 Marketing research 、 Marketing effectiveness 、 Marketing
摘要: Notes that although in recent years much has been written about the critical, if not overwhelming contribution of effective marketing planning to achievement competitive success, most literature deals with application as it relates big business. By contrast, provides an understanding how all key principles can be applied smaller business, form a practical step‐by‐step framework for plan development.
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