The relationship of strategic and marketing plans

✍ Scribed by Gordon E. Greenley

• Publisher: Elsevier Science
• Year: 1986
• Tongue: English
• Weight: 603 KB
• Volume: 27
• Category: Article
• ISSN: 0377-2217
• DOI: 10.1016/s0377-2217(86)80003-0

✦ Synopsis

Results from four company surveys were used to examine the relationship of strategic and marketing plans, by comparing the results with a standardised relationship attained through a search of the literature. Although many differences are to be found in the utilisation of planning terminology, a standardised planning framework was established in order to present and discuss the results. Less than half the companies prepare their strategic plan first as a framework for the marketing plan, just over one tenth explained the strategic plan as giving overall company direction, while only less than half were able to explain marketing inputs to the strategic plan. The results suggest a total of seven implications for companies and two for the body of knowledge within the literature.