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

Fingerprint

Marketing planning
Portugal
Marketing
Planning
Marketing function
Turnover
Marketing activities
Managers
Comparative study

Keywords

  • Marketing
  • Planning
  • Portugal
  • United Kingdom

ASJC Scopus subject areas

  • Marketing

Cite this

The marketing planning experience : A UK and Portuguese comparison. / Dibb, Sally; Farhangmehr, Minoo; Simkin, Lyndon.

In: Marketing Intelligence & Planning, Vol. 19, No. 6, 01.11.2001, p. 409-417.

Research output: Contribution to journalReview article

@article{5ad12568d40a4e27a181306c75712767,
title = "The marketing planning experience: A UK and Portuguese comparison",
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.",
keywords = "Marketing, Planning, Portugal, United Kingdom",
author = "Sally Dibb and Minoo Farhangmehr and Lyndon Simkin",
year = "2001",
month = "11",
day = "1",
doi = "10.1108/02634500110405414",
language = "English",
volume = "19",
pages = "409--417",
journal = "Marketing Intelligence and Planning",
issn = "0263-4503",
publisher = "Emerald",
number = "6",

}

TY - JOUR

T1 - The marketing planning experience

T2 - A UK and Portuguese comparison

AU - Dibb, Sally

AU - Farhangmehr, Minoo

AU - Simkin, Lyndon

PY - 2001/11/1

Y1 - 2001/11/1

N2 - 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.

AB - 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.

KW - Marketing

KW - Planning

KW - Portugal

KW - United Kingdom

U2 - 10.1108/02634500110405414

DO - 10.1108/02634500110405414

M3 - Review article

VL - 19

SP - 409

EP - 417

JO - Marketing Intelligence and Planning

JF - Marketing Intelligence and Planning

SN - 0263-4503

IS - 6

ER -