Marketing planning and corporate culture: A conceptual framework which examines management attitudes in the context of marketing planning

摘要: This paper examines the marketing planning process of a number British Companies. It finds that companies who subscribe to what is described in as “complete process”, are further along an organizational evolutionary development path than their semi‐planning and non‐planning counterparts. While appears on surface be just series procedural steps, it does fact embrace set underlying values assumptions. Only more developed mature organizations seem likely have corporate culture which capable sustaining these values. Corporate often intangible outsider, but can very real those within company. develops partly through way company has triumphed over adversity past, so‐called “culture carriers”. These influential figures who, by behaviour, communicate they wish see espoused. Because marketing...