The application of Piercy and Morgan’s dimensions of marketing planning

Lloyd C. Harris (Cardiff Business School, University of Wales College of Cardiff, Cardiff, UK)

Management Decision

ISSN: 0025-1747

Publication date: 1 April 1996


Reviews and critically evaluates the practical application of Piercy and Morgan’s model of the dimensions of marketing planning. Appraises and elucidates analytical, behavioural and organizational dimensions of planning. In order to demonstrate the usefulness of the model and clarify the concepts, applies each of the dimensions of planning to a case study organization ‐ Company Q. Presents an adjusted form of the model and puts forward theoretical and practical implications. Develops a managerial agenda, presents application questions and suggests action points.



Harris, L. (1996), "The application of Piercy and Morgan’s dimensions of marketing planning", Management Decision, Vol. 34 No. 3, pp. 35-40.

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Copyright © 1996, MCB UP Limited

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