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Evidence on the Value of Strategic Planning in Marketing: How Much Planning Should a Marketing Planner Plan?

  • JS Armstrong

    (The Wharton School - University of Pennsylvania)

  • David J. Reibstein

    (The Wharton School - University of Pennsylvania)

What evidence exists on the value of formal planning for strategic decision-making in marketing? This paper reviews the evidence. This includes two tests of face validity. First, we use the market test: Are formal procedures used for marketing planning? Next, we examine expert prescriptions: What do they say is the best way to plan? More important than face validity, however, are tests of construct or predictive validity: What empirical evidence exists on the relative value of formal and informal approaches to marketing planning? The paper concludes with suggestions on the types of research that would be most useful for measuring the value of formal marketing planning. Before reviewing the evidence, we present a framework for the formal planning process.

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File URL: http://128.118.178.162/eps/get/papers/0412/0412034.pdf
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Paper provided by EconWPA in its series General Economics and Teaching with number 0412034.

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Length: 10 pages
Date of creation: 10 Dec 2004
Date of revision:
Handle: RePEc:wpa:wuwpgt:0412034
Note: Type of Document - pdf; pages: 10
Contact details of provider: Web page: http://128.118.178.162

References listed on IDEAS
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  1. Paul C. Nutt, 1977. "An Experimental Comparison of the Effectiveness of Three Planning Methods," Management Science, INFORMS, vol. 23(5), pages 499-511, January.
  2. JS Armstrong, 2005. "The Value of Formal Planning for Strategic Decisions: A Reply," General Economics and Teaching 0502065, EconWPA.
  3. JS Armstrong, 2005. "Strategic Planning And Forecasting Fundamentals," General Economics and Teaching 0502066, EconWPA.
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