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| Author: | McDonald, M. H. B. Wilson, H. N. |
| Title: | Exploiting technique interrelationships: A model of strategic marketing planning |
| Journal: | Journal of Euromarketing
1999 : VOL. 7:3, p. 1-26 |
| Index terms: | Strategy Marketing Planning Models |
| Language: | eng |
| Abstract: | In spite of the last 30 years of marketing education, much of the theory of marketing remains poorly understood by practitioners. In this paper some of the blame is put on the prescriptive literature itself. In this study, there is a model of marketing planning presented. The model explains technique interrelationships. A number of innovative features of the model are explored. The paper is concluded with a review of the role of marketing techniques in today's cross-functional, team-based planning. |
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