Wilson, Hugh N. and McDonald, Malcolm H.B. (1996) Computer aided marketing planning : the experience of early adopters. Journal of Marketing Management, 12 (5). pp. 391-416. doi:10.1080/0267257X.1996.9964424

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Abstract

Previous research with users of a decision support system for marketing planning generated a number of potential benefits and success factors for achieving them. Using a multiple‐case study design, these were tested in four organizations using a range of systems to assess the extent to which the previous results could be generalized. Benefits supported by the study were that systems can: aid in the use of marketing tools through automated calculations, graphics and guidance; facilitate group planning through support for fast iteration; aid the integration of cross‐functional and multiple‐level analyses; and form the repository for live electronic plans from which annual plans are a snapshot. Success factors supported were top management support, sufficiently wide team definition, a system that is seen as empowering rather than controlling, and definition of appropriate planning units. The study confirms the potential of software for reducing some of the barriers to effective marketing planning practice. Further research is needed to examine the areas where this study was inconclusive.

Item Type:	Journal Article
Divisions:	Faculty of Social Sciences > Warwick Business School > Marketing Group Faculty of Social Sciences > Warwick Business School
Journal or Publication Title:	Journal of Marketing Management
Publisher:	Routledge
ISSN:	0267-257X
Official Date:	1996
Dates:	Date Event 1996 Published
Volume:	12
Number:	5
Page Range:	pp. 391-416
DOI:	10.1080/0267257X.1996.9964424
Status:	Peer Reviewed
Publication Status:	Published
Access rights to Published version:	Restricted or Subscription Access

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