Where marketing planning fails |
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Authors: | Gordon E Greenley |
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Institution: | The author is a Senior Lecturer in Marketing in the Department of Management Studies at the North Staffordshire Polytechnic, West Midlands Regional Management Centre, College Road, Stoke-on-Trent ST4 2DE, U.K. |
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Abstract: | This article discusses the results of a recent study of marketing planning in U.K. manufacturing companies. A sample survey revealed some strengths in marketing planning, but also revealed many weaknesses. For example, only a small proportion of companies prepare a comprehensive marketing plan. These identified weaknesses suggest that, in many situations, marketing planning has failed and the author suggests where it has failed. After discussing the results in detail, the author summarizes the identified strengths and weaknesses and suggests several implications for managers who are responsible for marketing planning. |
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