The importance of integrating marketing planning with corporate planning

https://doi.org/10.1016/0148-2963(83)90005-XGet rights and content

Abstract

“Strategic marketing” implies that marketing has attained a corporate orientation. However, scant evidence is available to support this view. The primary focus of marketing remains at a micro, consumer-oriented level. Integration of marketing planning with corporate planning would suggest a higher perspective for marketers; recognizing that internal integration of planning is as important for effective marketing as external studies of customers and markets. Toward this end, four key dimensions of corporate planning are introduced. As corporate planning constrains marketing planning, it is this most “strategic” of outlooks that needs to be integrated into the process of marketing planning.

References (20)

  • David S. Hopkins

    New Emphasis in Product Planning and Strategy Development

    Indust. Marketing Mgt.

    (1977)
  • Derek F. Abell et al.

    Strategic Market Planning: Problems and Analytical Approaches

    (1979)
  • Ralph E. Biggadike

    The Contributions of Marketing to Strategic Management

    Academy of Mgt. Rev.

    (1981)
  • Business Week

    An About-Face in TI's Culture

    (July 5, 1982)
  • Alfred D. Chandler

    Strategy and Structure: Chapters in the History of the American Industrial Enterprise

    (1962)
  • George S. Day

    Strategic Market Analysis and Definitions: An Integrated Approach

    Strategic Mgt. J.

    (1981)
  • Kenneth J. Hatten

    Quantitative Research Methods in Strategic Management

  • Kenneth J. Hatten et al.

    Strategy's Role in Policy Research

    J. of Econ. and Bus.

    (Spring–Summer, 1976)
  • Charles W. Hofer

    Toward a Contingency Theory of Business Strategy

    Acad. of Mgt. J.

    (1975)
  • Subhash C. Jain

    Marketing Planning & Strategy

    (1981)
There are more references available in the full text version of this article.

Cited by (4)

View full text