search query: @freeterm Grounded theory / total: 10
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| Author: | Ashill, N.J. Fredrikson, M. Davies, J. |
| Title: | Strategic marketing planning: a grounded investigation |
| Journal: | European Journal of Marketing
2003 : VOL. 37:3-4, p. 430-460 |
| Index terms: | Marketing strategy Strategic planning |
| Freeterms: | Grounded theory |
| Language: | eng |
| Abstract: | Using grounded theory, the authors present an inductive model of strategic marketing planning (SMP) which extends the domain of the marketing planning literature. Based in a field investigation of four large organisations drawn from a single industry using a multiple-case design, the authors present findings using the views and perspectives of those involved in SMP development and implementation, and identify and group relevant variables into seven major themes or "core categories" that characterize the SMP process. |
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