Management by Objectives in Marketing: Philosophy, Process, and Problems

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Bibliographische Detailangaben
Beteiligte: Etzel, Michael J., Ivancevich, John M.
In: Journal of Marketing, 38, 1974, 4, S. 47-55
veröffentlicht:
American Marketing Association
Medientyp: Artikel, E-Artikel

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Umfang: 47-55
ISSN: 0022-2429
veröffentlicht in: Journal of Marketing
Sprache: Englisch
Kollektion: sid-55-col-jstorbusiness
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Inhaltsangabe

<p>During the past two decades, the system of Management by Objectives (MBO) has been widely adopted. Because of its common sense appeal, it has often been used without adequate consideration of the problems involved. This article is designed to improve the marketing manager's understanding of MBO by explaining its basic tenets, describing the process, and pointing out potential problems in implementation.</p>