The Relationship between the Impediments Encountered in Marketing Planning today: How Organisations Overcome today’s Obstacles
Keywords:
marketing process, marketing planning'Abstract
Initiating, formulating and implementing effective and efficient marketing plans is “one of the most elusive issues” (Harris, 1996b; p. 239) organisations need to face, while operating in increasingly hostile and complex market and business environments, the aim of this paper is to determine the measures to be taken by organisations in order to enhance one’s current marketing planning processes in spite of the impediments encountered, whilst developing a conceptual framework, which illustrates the correlation between the independent variable – the impediments to be encountered by organisations – and the dependent variable – the organisations’ marketing planning processes, while determinants and correlations are identified. In order to develop a conceptual framework, the paper is based on the objectives to analyse critically organisations’ current marketing planning processes, to identify and critical review the impediments companies need to face today, as well as to explore the required measures to be taken by organisations in order to overcome these impediments.
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Copyright (c) 2013 Academic Research Publishers
This work is licensed under a Creative Commons Attribution 4.0 International License.
