Marketing's Role in Strategic and Tactical Planning

Abstract

Despite 40 years of research by many social science disciplines, the conduct of planning in the business firm is not well modelled or understood. For marketers, this presents a particularly important problem. Marketing planning is particularly susceptible to the heirarchical nature of the planning process and the need to develop both deliberate and emergent plans. Since marketers provide the interface between the firm and its markets and customers, they must provide the essential strategic and tactical planning direction to the firm's overall strategic planning process. Marketing planning has a strategic and tactical component. Marketers must be precise with their use of terminology, being careful to identify exactly what they mean when they use the terms planning, marketing and strategy.

Citation

Shiner, D.V. (1988), "Marketing's Role in Strategic and Tactical Planning", European Journal of Marketing, Vol. 22 No. 5, pp. 23-31. https://doi.org/10.1108/EUM0000000005283