Strategic marketing planning: Theory, practice and research agendas
作者： Malcolm McDonald
DOI: 10.1080/0267257X.1996.9964398
关键词: Strategic human resource planning 、 Planning theory 、 Marketing management 、 Marketing planning 、 Strategic marketing 、 Public relations 、 Political science 、 Environmental design and planning 、 Legitimacy 、 Cognitive dimensions of notations 、 Marketing
摘要: This paper reviews the development of strategic marketing planning from early 1960s to 1995. Whilst it focuses on scientific model, which dominates research and teaching during this period, also briefly other models. In evaluating legitimacy universal belief in efficacy planning, a number contradictions are apparent, surface studies failures. The reasons for these failures, however, not linked any general “theory”, but seem cluster around cultural cognitive dimensions planning. These explored detail an agenda future is suggested.
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