Effectiveness in marketing planning
作者:
Gordon E. Greenley,
期刊:
Strategic Management Journal
(WILEY Available online 1983)
卷期:
Volume 4,
issue 1
页码: 1-10
ISSN:0143-2095
年代: 1983
DOI:10.1002/smj.4250040102
出版商: John Wiley&Sons, Ltd.
数据来源: WILEY
摘要:
AbstractThis paper is concerned with the assessment of effectiveness, despite the problems involved in its determination. The conventional approach to assessment is considered first. This is based upon a determination of the success of the planning in achieving its objectives. However, the problem here is that it does not consider the actual nature of the planning. A multidimensional approach is then considered, which attempts to overcome this problem, by measuring effectiveness within the planning system. The paper concludes that there are two types of effectiveness to be measured. However, although it recognizes the value of the conventional approach, the multidimensional approach is only seen to be useful in being an indicator to certain factors.
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