search query: @author Oktemgil, M. / total: 5
reference: 4 / 5
| Author: | Greenley, G. Oktemgil, M. |
| Title: | A development of the domain of marketing planning |
| Journal: | Journal of Marketing Management
1996 : JAN/FEB/APR, VOL. 12:1-3, p. 29-52 |
| Index terms: | MANAGEMENT DEVELOPMENT PLANNING |
| Language: | eng |
| Abstract: | In the literature there have been several appeals for an expansion of the domain of marketing planning. These appeals were derived from the conclusion that marketing planning knowledge is largely focused on the content of marketing plans, with little attention to the organizational context in which plans are prepared and implemented. These appeals are consistent with the principles for developing paradigms. The overall aim of this article is to address the emerging paradigm of marketing planning, by examining adjacent fields of business administration knowledge, extracting relevant organizational context issues, and by incorporating them into the domain of marketing planning. |
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