Research problem : s. An exploratory study reveals
the existence ofbehavioral planning problems in marketing planning,
and contrasts these with the utilization of analytical planning techniques
in explaining the credibility of plans produce. These findings have a
number of implications for the management of the marketing planning
process, and also for developing a more robust conceptualization of the
marketing planning processforfurther study.
Aim of the paper: The underlying proposition in this paper is that a broader process perspective in the area of strategic marketing planning has the potential for enhancing our understanding and ability to manage marketing.
Research question:
Goal/Focus topic : Behavioral Problems Compared to Analytical Techniques in Explaining Marketing Plan Credibility
Methodology (activities that you will do): The extant marketing planning literature is examined in the context of qualitative field interviews with marketing executives, and a synthesis is attempted. We then discuss the research methodology adopted, and the measurement constructs utilized. Next, we develop from the literature and fieldwork interviews some hypothesized relationships between factors associated with two of the possible dimensions of the marketing planning process and the credibility of the plans produced within respondent organizations. Finally, we discuss the testing of the hypothesized relationships through a path model, and the implications of the study in terms of further propositions for future research, and propose an extended management agend
https://www.researchgate.net/profile/Neil_Morgan2/publication/257527553_The_Marketing_Planning_Process_Behavioral_Problems_Compared_to_Analytical_Techniques_in_Predicting_Plan_Credibility/links/02e7e5255e2bba1187000000.pdf
Aim of the paper: The underlying proposition in this paper is that a broader process perspective in the area of strategic marketing planning has the potential for enhancing our understanding and ability to manage marketing.
Research question:
Goal/Focus topic : Behavioral Problems Compared to Analytical Techniques in Explaining Marketing Plan Credibility
Methodology (activities that you will do): The extant marketing planning literature is examined in the context of qualitative field interviews with marketing executives, and a synthesis is attempted. We then discuss the research methodology adopted, and the measurement constructs utilized. Next, we develop from the literature and fieldwork interviews some hypothesized relationships between factors associated with two of the possible dimensions of the marketing planning process and the credibility of the plans produced within respondent organizations. Finally, we discuss the testing of the hypothesized relationships through a path model, and the implications of the study in terms of further propositions for future research, and propose an extended management agend
https://www.researchgate.net/profile/Neil_Morgan2/publication/257527553_The_Marketing_Planning_Process_Behavioral_Problems_Compared_to_Analytical_Techniques_in_Predicting_Plan_Credibility/links/02e7e5255e2bba1187000000.pdf
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