TY  - JOUR
AB  - 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.
VL  - 38
IS  - 8
SN  - 0309-0566
DO  - 10.1108/03090560410539104
UR  - https://doi.org/10.1108/03090560410539104
AU  - Greenley Gordon
AU  - Hooley Graham
AU  - Saunders John
PY  - 2004
Y1  - 2004/01/01
TI  - Management processes in marketing planning
T2  - European Journal of Marketing
PB  - Emerald Group Publishing Limited
SP  - 933
EP  - 955
Y2  - 2024/05/11
ER  -