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.
Wensley et al
The state of marketing knowledge and skills within UK organisations.
Lancaster and Waddelow
Use of learning logs as a means of marketing planning in SMEs
Hooley et al
Marketing Planning in Central/Eastern Europe
Greenley and Bayus
Comparison of marketing planning decision making between UK and US companies
Piercy and Morgan
Behavioral problems and analytical techniques in marketing plan credibility
McKee, Varadarajan and Vassar
Recommended a taxonomy of marketing planning styles.
Barriers to marketing planning
Human element of marketing planning systems
Learning styles and learning environment of marketers (no LSI was used).
Hooley, West and Lynch
Market orientation (including marketing planning)
Marketing planning in industrial companies
Piercy and Thomas
Integration of long-term strategy with short-term budgets
Marketing Planning in UK Service Companies
Marketing Planning in UK Manufacturing Companies
International Marketing Planning.
Cosse and Swan
Strategic Marketing Planning by Product Managers
Stasch and Lanktree
Improving Marketing Planning
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:
- A. Formal marketing planning
- B. Informal Marketing Planning
- C. Behavioral marketing planning
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.