Planning for the Longer Term

  • Derek Waterworth
Part of the Macmillan Small Business Series book series


One of the skills which the owner of a small business often has, as we have seen is opportunism. The Penguin English Dictionary (1986) describes this as: ‘the taking advantage of opportunities or circumstances’, but goes on: ‘with little regard for principles or circumstances’.


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Further Reading

  1. H. I. Ansoff, Corporate Strategy (Pelican, 1965).Google Scholar
  2. Brion, Corporate Marketing Planning (Wiley, 1967).Google Scholar
  3. Abell and Hammond, Strategic Marketing Planning, (Prentice-Hall, 1979).Google Scholar
  4. Luck and Ferrell, Marketing Strategy and Planning (Prentice-Hall, 1979).Google Scholar
  5. Weitz B. and Wensley R., Strategic Marketing (Kent, 1984).Google Scholar
  6. Channon, Bank Strategic Management and Marketing (Wiley, 1986).Google Scholar

Copyright information

© Derek Waterworth 1987

Authors and Affiliations

  • Derek Waterworth

There are no affiliations available

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