TY  - JOUR
AB  - 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.
VL  - 34
IS  - 3
SN  - 0025-1747
DO  - 10.1108/00251749610113659
UR  - https://doi.org/10.1108/00251749610113659
AU  - Harris Lloyd C.
PY  - 1996
Y1  - 1996/01/01
TI  - The application of Piercy and Morgan’s dimensions of marketing planning
T2  - Management Decision
PB  - MCB UP Ltd
SP  - 35
EP  - 40
Y2  - 2024/04/25
ER  -