The marketing manager facing the prospect of developing an annual marketing plan gets very little help from texts and research reports concerning 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 suitability, for the manager of a high-tech firm.
ISA Transactions
Sprott School of Business

Maclnnis, M. (Michael), & Heslop, L.A. (1991). Market planning in a high-tech environment. ISA Transactions, 30(3), 13–21. doi:10.1016/0019-0578(91)90019-2