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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

Article publication date: 1 April 1996

1568

Abstract

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.

Keywords

Citation

Harris, L.C. (1996), "The application of Piercy and Morgan’s dimensions of marketing planning", Management Decision, Vol. 34 No. 3, pp. 35-40. https://doi.org/10.1108/00251749610113659

Publisher

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MCB UP Ltd

Copyright © 1996, MCB UP Limited

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