Marketing Planning and Customer Policy
- 1 March 1986
- journal article
- Published by Emerald Publishing in Management Decision
- Vol. 24 (3) , 19-27
- https://doi.org/10.1108/eb001407
Abstract
Marketing planning cuts corporate boundaries and traditional demarcation lines, to leave the customer as the final judge of the effectiveness of the process. In the second of Management Decision's series of articles initially addressed to the financial services industry, William Giles argues its significance.Keywords
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