Managerial opinions of marketing planning

Abstract

Previous research into marketing planning has provided only limited indications of managerial opinions, as part of the wider issue of managerial behavioural influences on marketing, which itself has received limited attention. However these opinions have the potential for affecting the effectiveness of planning, which, as will be explained later, is particularly crucial to the marketing function with its associated corporate wide ramifications. Results of research into managerial opinions of marketing planning are reported in this article. The implications of these results led to a range of propositions about the influence of these opinions on the effectiveness of marketing planning.