THE MARKETING PLANNING PROCESS - BEHAVIORAL-PROBLEMS COMPARED TO ANALYTICAL TECHNIQUES IN EXPLAINING MARKETING PLAN CREDIBILITY

An effective marketing planning process is central to conventional pre scriptions for the implementation of marketing. Yet the implied concep t of process is commonly restricted to formal planning procedures and plan content. A more complete view of process recognizes the impact of both individual manager's behavior and the broader organizational con text on the effective operation of the planning process. An explorator y study reveals the existence of behavioral planning problems in marke ting planning, and contrasts these with the utilization of analytical planning techniques in explaining the credibility of plans produced. T hese findings have a number of implications for the management of the marketing planning process, and also for developing a more robust conc eptualization of the marketing planning process for further study.