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Marketing pp 293-311 | Cite as

Marketing Planning

  • Martin Christopher
  • Malcolm McDonald
Chapter

Abstract

In this chapter we shall consider one of the most difficult aspects of the marketing task — actually making it all work in practice by means of a system within the company. This is something that many people seem to overlook. Yet no investigation of marketing management can be complete without a fairly detailed consideration of how all the structures and frameworks presented in the earlier chapters are to be effectively implemented.

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Copyright information

© Martin Christopher and Malcolm McDonald 1995

Authors and Affiliations

  • Martin Christopher
    • 1
  • Malcolm McDonald
    • 1
  1. 1.Cranfield University School of ManagementUK

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