The Modern Framework for Marketing Planning
Gordon Pearson
(Lecturer in Strategic Management, at Keele University,
Keele, Staffordshire, UK.)
Tony Proctor
(Head of Managing Department, at Keele University, Keele,
Staffordshire, UK.)
3896
Abstract
Strategy formulation is a complex process and one which warrants the benefit of mechanisms which can help to simplify situation analysis. Modern‐day thinking takes us into the realms of strategic intent and core competencies as the prime mechanisms for formulating strategies. Looks closely at these ideas and describes modern planning frameworks which can be used to put these concepts to practical use.
Keywords
Citation
Pearson, G. and Proctor, T. (1994), "The Modern Framework for Marketing Planning", Marketing Intelligence & Planning, Vol. 12 No. 4, pp. 22-26. https://doi.org/10.1108/02634509410060712
Publisher
:MCB UP Ltd
Copyright © 1994, MCB UP Limited