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.
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