An Exposition of Empirical Research into Marketing Planning

Abstract

Although planning has obviously been established as an activity or function of management since the early writings on management, surprisingly little attention has been given in the literature to planning in the management of marketing. The attention which has been given has been largely prescriptive methodology; only seven major empirical studies have been identified, which have researched actual organisational marketing planning. The following exposition presents a consolidation of the empirical results of these seven studies, which is expected to be of value to managers and academics alike.