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
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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.
