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Management processes in marketing planning

Gordon Greenley (Aston Business School, Aston University, Birmingham, UK)
Graham Hooley (Aston Business School, Aston University, Birmingham, UK)
John Saunders (Aston Business School, Aston University, Birmingham, UK)

European Journal of Marketing

ISSN: 0309-0566

Article publication date: 1 August 2004

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Abstract

There has been concern in the literature about the adequacy of the traditional model of marketing planning, which focuses on what decisions should be made and not on how to make them. The aim of this article is a new conceptualisation that proposes key management processes about how marketing planning decisions are made in a dynamic context. The motives for this conceptualisation are to contribute to understanding by advancing the traditional model of marketing planning, to stimulate academic and practitioner debate about how marketing planning decisions are made, and to initiate new directions in marketing planning research. Two new competing models of marketing planning are developed, which address key management processes about how marketing planning decisions are made in a dynamic context, and research directions are proposed.

Keywords

Citation

Greenley, G., Hooley, G. and Saunders, J. (2004), "Management processes in marketing planning", European Journal of Marketing, Vol. 38 No. 8, pp. 933-955. https://doi.org/10.1108/03090560410539104

Publisher

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Emerald Group Publishing Limited

Copyright © 2004, Emerald Group Publishing Limited