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Marketing planning: a computer assisted approach (1995)

Proctor, Tony

Bingley : Emerald

Marketing intelligence & planning 13 (1995), S. 7-12

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ISSN: 0263-4503

Source: Emerald Fulltext Archive Database 1994-2005

Topics: Economics

Notes: Marketing planning is a key area of marketing management. Planningactivities have become extremely complex and demand systematic andeffective techniques which can help to optimize the efficiency ofexecuting such activities. Efficiency amounts to bringing about thegreatest reductions in time to complete the scheduled activities whiletaking into account the economic feasibility of using availableresources. Argues that planning, scheduling and control can be enhancedgreatly with the use of project evaluation and review technique (PERT).Claims that it helps to monitor and organize resources to enableactivities to be completed on time and within budget limits. DescribesTime Line for Windows, a PERT package which is designed specifically forthe end-user and which can be run on a desktop computer to facilitatethe marketing planning process.

Type of Medium: Electronic Resource

URL: http://dx.doi.org/10.1108/02634509510043954

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