Marketing Planning (Advanced)

What is Marketing Planning?

Formal, Informal and Behavioral Approaches to Marketing Planning.

There is no commonly accepted definition or approach to marketing planning. This is because of a number of problems that pepper the marketing planning literature relating to the size of an organization, the market or sector in which it exists, its culture, and the human beings that work within it.

Author(s)

Date

Medium

Subject

Wensley et al

2002 ongoing

Study

The state of marketing knowledge and skills within UK organisations.

Lancaster and Waddelow

1998

Paper

Use of learning logs as a means of marketing planning in SMEs

Hooley et al

1996

Paper

Marketing Planning in Central/Eastern Europe

Greenley and Bayus

1996

Paper

Comparison of marketing planning decision making between UK and US companies

Piercy and Morgan

1994

Paper

Behavioral problems and analytical techniques in marketing plan credibility

McKee, Varadarajan and Vassar

1990

Paper

Recommended a taxonomy of marketing planning styles.

McDonald

1989

Paper

Barriers to marketing planning

Martin

1987

Paper

Human element of marketing planning systems

Carter

1985

Paper

Learning styles and learning environment of marketers (no LSI was used).

Hooley, West and Lynch

1984

Study

Market orientation (including marketing planning)

McDonald

1984

Thesis

Marketing planning in industrial companies

Piercy and Thomas

1983

Professional Magazine

Integration of long-term strategy with short-term budgets

Greenley

1983

Paper

Marketing Planning in UK Service Companies

Greenley

1982

Paper

Marketing Planning in UK Manufacturing Companies

McDonald

1982

Paper

International Marketing Planning.

Cosse and Swan

1982

Paper

Strategic Marketing Planning by Product Managers

Hopkins

1981

Paper

 

Stasch and Lanktree

1980

Paper

Improving Marketing Planning

Ames

1968

Paper

Marketing Planning for Industrial Products

A Summary of Marketing Planning Research (1968 – 2005) by study

There is a huge body of research that has considered marketing planning and its models, structures and processes, theory and typologies. The only one thing that is certain is that, after considering the findings of a number of studies and as the output of many informed views, there is no common agreement on a single definition or approach to marketing planning.

After considering the marketing planning literature in depth, it was concluded that marketing planning falls into three broad categories:

By considering the array of perspectives and themes on the subject of the marketing planning process, the three aforementioned categorizes develop to form a contemporary typology of the marketing planning process that subcategorizes the marketing planning process as either formal or informal, and the marketing manager as a functional role or as an individual. See the table below for a summary of marketing planning research from 1968 until 2005.

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