• December 12, 2017, 07:21 PM
• Welcome, Guest. Please login or register.
Did you miss your activation email?
Perusing The Shelves

Author Topic: UL Management processes in marketing planning  (Read 1637 times)

skyhew

  • Guest
UL [SHARE] Management processes in marketing planning
« on: October 08, 2008, 03:23 AM »
Management processes in marketing planning
Gordon Greenley, Graham Hooley and John Saunders
Aston Business School, Aston University, Birmingham, UK


Keywords: Marketing planning, Management activities, Decision making, Adaptability, Flexible organizations, Competitive analysis

Quote
Abstract:
There has been concern in the literature about the adequacy of the traditional model of marketing planning, which focuses on what decisions should be made and not on how to make them. The aim of this article is a new conceptualisation that proposes key management processes about how marketing planning decisions are made in a dynamic context. The motives for this conceptualisation are to contribute to understanding by advancing the traditional model of marketing planning, to stimulate academic and practitioner debate about how marketing planning decisions are made, and to initiate new directions in marketing planning research. Two new competing models of marketing planning are developed, which address key management processes about how marketing planning decisions are made in a dynamic context, and research directions are proposed.
 

Advertisement


Tags:
 

Related Topics

  Subject / Started by Replies Last post
0 Replies
1966 Views
Last post October 08, 2008, 02:53 AM
by skyhew
1 Replies
2970 Views
Last post June 03, 2009, 04:26 AM
by hameed445
0 Replies
1836 Views
Last post October 08, 2008, 03:19 AM
by skyhew
0 Replies
1982 Views
Last post October 08, 2008, 05:48 AM
by skyhew
0 Replies
2357 Views
Last post October 08, 2008, 06:34 AM
by skyhew
0 Replies
1884 Views
Last post October 08, 2008, 07:00 AM
by skyhew
0 Replies
2999 Views
Last post August 18, 2009, 10:02 AM
by sajith G S