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MANAGERIAL PERCEPTIONS OF MARKETING PLANNING[1]

Gordon E Greenley

University of Birmingham

ABSTRACT The literature on marketing planning is largely prescriptive in nature, with little reporting of empirical research. Additionally, the latter has been mostly concerned with classifying the official planning procedures that organizations have adopted. This article reports research which has investigated the perceptions of individual managers towards marketing planning. the overall result is that many differences of perception were identified, including major differences between managers in the same organizations. This insight also allowed for the development of a number of theoretical propositions.

DOI

10.1111/j.1467-6486.1988.tb00048.x

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