The marketing planning experience: A UK and Portuguese comparison

Sally Dibb, Minoo Farhangmehr, Lyndon Simkin

Research output: Contribution to journalReview article

1 Citation (Scopus)

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.

Original languageEnglish
Pages (from-to)409-417
Number of pages9
JournalMarketing Intelligence & Planning
Volume19
Issue number6
DOIs
Publication statusPublished - 1 Nov 2001
Externally publishedYes

Keywords

  • Marketing
  • Planning
  • Portugal
  • United Kingdom

ASJC Scopus subject areas

  • Marketing

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