Marketing Planning in the Multinational Subsidiary: Practices and Problems
基于对在巴西运营的跨国子公司的调查，回顾了跨国公司的规划角色及争议问题，重点分析年度营销计划的实践，并提出应对难题的建议。
This paper reviews the role of planning in the multinational firm and some of the contentious problems which arise. Based on a survey of multinational subsidiaries operating in Brazil, it describes and analyzes current planning practices, focusing primarily on the annual marketing plan. Recommendations for dealing with some of the more difficult problem areas are presented.