Market Planning
What is Marketing Planning?
Formal, Informal and Behavioral Approaches to Marketing Planning.
There is no commonly accepted definition or approach to marketing planning. This is because of a number of problems that pepper the marketing planning literature relating to the size of an organization, the market or sector in which it exists, its culture, and the human beings that work within it. There is a huge body of research that has considered marketing planning and its models, structures and processes, theory and typologies. The only one thing that is certain is that, after considering the findings of a number of studies and as the output of many informed views, there is no common agreement on a single definition or approach to marketing planning.
After considering the marketing planning literature in depth, it was concluded that marketing planning falls into three broad categories:
A. Formal marketing planning
B. Informal Marketing Planning
C. Behavioral marketing planning
By considering the array of perspectives and themes on the subject of the marketing planning process, the three aforementioned categorizes develop to form a contemporary typology of the marketing planning process that subcategorizes the marketing planning process as either formal or informal, and the marketing manager as a functional role or as an individual. See the table below for a summary of marketing planning research from 1968 until 2005.
Formal Marketing Plans Formal marketing planning is what is commonly thought of as marketing planning. It tends to be a systematic process that includes a series of stages. Few authors agree on the specifics of the process but it is common to see the marketing plan beginning with analysis, the development of strategy and the implementation of the marketing mix (Hooley et al 1996, Simkin 2000, Kotler 2001, Baker 2000, Dibb 2002).
Marketing plans, according to McDonald (2003), contain a series of steps that make up the marketing planning
Formal, Informal and Behavioral Approaches to Marketing Planning.
There is no commonly accepted definition or approach to marketing planning. This is because of a number of problems that pepper the marketing planning literature relating to the size of an organization, the market or sector in which it exists, its culture, and the human beings that work within it. There is a huge body of research that has considered marketing planning and its models, structures and processes, theory and typologies. The only one thing that is certain is that, after considering the findings of a number of studies and as the output of many informed views, there is no common agreement on a single definition or approach to marketing planning.
After considering the marketing planning literature in depth, it was concluded that marketing planning falls into three broad categories:
A. Formal marketing planning
B. Informal Marketing Planning
C. Behavioral marketing planning
By considering the array of perspectives and themes on the subject of the marketing planning process, the three aforementioned categorizes develop to form a contemporary typology of the marketing planning process that subcategorizes the marketing planning process as either formal or informal, and the marketing manager as a functional role or as an individual. See the table below for a summary of marketing planning research from 1968 until 2005.
Formal Marketing Plans Formal marketing planning is what is commonly thought of as marketing planning. It tends to be a systematic process that includes a series of stages. Few authors agree on the specifics of the process but it is common to see the marketing plan beginning with analysis, the development of strategy and the implementation of the marketing mix (Hooley et al 1996, Simkin 2000, Kotler 2001, Baker 2000, Dibb 2002).
Marketing plans, according to McDonald (2003), contain a series of steps that make up the marketing planning