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| Author: | Greenley, G. Hooley, G. Saunders, J. |
| Title: | Management process in marketing planning |
| Journal: | European Journal of Marketing
2004 : VOL. 38:8, p. 933-955 |
| Index terms: | Decision making Marketing Management Flexible manufacturing systems |
| Freeterms: | Marketing planning |
| Language: | eng |
| Abstract: | The aim of this paper is a new conceptualisation that proposes key management process about how marketing planning decisions are made in dynamic context. The motives for this conceptualisation are to contribute to understanding by advancing the traditional model of marketing, to stimulate academic and practitioner debate about how marketing planning decisions are made, and to initate new directions in marketing planning research. |
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