Market Planning

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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. 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
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The subject of marketing planning has generated a large number of papers, books and studies that have approached the subject in a number of ways. The earliest references to marketing planning were made in the 1960 's. Marketing planning for industrial products has been investigated (Ames 1960). Consumer manufacturing companies were scrutinized by Stasch and Lanktree in the 1980 's. Hopkins (1981) looked into 265 US companies of varying sizes. US grocery manufacturers from the top one-hundred spenders on advertising were examined in 1982 by Cosse and Swan. From a geographical point of view, the early research was done in the United States of America followed by research from British academics.

McDonald 's 1982 PhD thesis looked at the views of mainly directors and chief executives from UK companies, whilst Greenley (1982, 1983) investigated both manufacturing companies and service companies, all with varying turnovers and with differences in size. Therefore strategic versus tactical marketing planning may be an oversimplification. As can be seen from the short series of selected examples above, companies that adopt marketing planning come from a variety of market sectors, different countries and cultures, from companies with a range of turnovers.

Informal Marketing Plans

Formal and informal approaches to marketing planning were investigated by Lyles (1993). This study found that neither had any
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