Market planning in a high-tech environment
Industrial Marketing Management , Volume 19 - Issue 2 p. 107- 116
The marketing manager facing the prospect of developing an annual marketing plan gets very little help from texts and research reports as to what should be in the plan and how to prepare it. This article presents a detailed schema for developing such a plan with particular emphasis on the suitability for the manager of the high-tech firm.
|Industrial Marketing Management|
|Organisation||Sprott School of Business|
MacInnis, M. (Michael), & Heslop, L.A. (1990). Market planning in a high-tech environment. Industrial Marketing Management, 19(2), 107–116. doi:10.1016/0019-8501(90)90035-T