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Exploiting technique interrelationships : a model of strategic marketing planning
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McDonald, Malcolm H. B. and Wilson, Hugh N. (1999) Exploiting technique interrelationships : a model of strategic marketing planning. Journal of Euromarketing, 7 (3). pp. 1-26. doi:10.1300/J037v07n03_01 ISSN 1049-6483.
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Official URL: http://dx.doi.org/10.1300/J037v07n03_01
Abstract
Despite the last thirty years of marketing education, much of the theory of marketing remains poorly understood and patchily applied by practitioners. While there are numerous reasons, we put some of the blame at the door of the prescriptive literature itself which tends to treat marketing techniques individually, without making clear their relationship with each other and with the marketing planning process. Towards closing this gap, we present a model of marketing planning developed as part of the process of specifying marketing planning computer software. The model explains technique interrelationships through their use of common data. A number of innovative features of the model are explored, including: the relationship between Porter's Cost-Differentiation Matrix and the Directional Policy Matrix; the re-use of critical success factors in perceptual maps; and how a market can be viewed through the eyes of a competitor through correct data modelling. We conclude with a review of the role of marketing techniques in today's cross-functional, team-based planning.
Item Type: | Journal Article | ||||
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Divisions: | Faculty of Social Sciences > Warwick Business School > Marketing Group Faculty of Social Sciences > Warwick Business School |
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Journal or Publication Title: | Journal of Euromarketing | ||||
Publisher: | Taylor & Francis (Routledge) | ||||
ISSN: | 1049-6483 | ||||
Official Date: | 1999 | ||||
Dates: |
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Volume: | 7 | ||||
Number: | 3 | ||||
Page Range: | pp. 1-26 | ||||
DOI: | 10.1300/J037v07n03_01 | ||||
Status: | Peer Reviewed | ||||
Publication Status: | Published | ||||
Access rights to Published version: | Restricted or Subscription Access |
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