The application of Piercy and Morgan’s dimensions of marketing planning

Management Decision

Volumn 34, Issue 3, 1996, Pages 35-40

  Harris, Lloyd C ^a  

^a CARDIFF UNIVERSITY   (United Kingdom)

Author keywords

Case studies; Management; Marketing planning; Models; Planning

Indexed keywords

EID: 84986065160     PISSN: 00251747     EISSN: None     Source Type: Journal    
DOI: 10.1108/00251749610113659     Document Type: Article

References (4)

1. Piercy, N.F. and Morgan, N., “The marketing planning process: behavioural problems compared to analytical techniques in explaining marketing plan credibility”, Journal of Business Research, Vol. 29 No. 3, 1994, p. 167.
2. Piercy, N.F., Market-led Strategic Change, Butterworth-Heinemann, Oxford, 1992.
3. Piercy, N.F. and Morgan, N., “Behavioral problems versus planning techniques in predicting marketing plan credibility and utilization”, Proceedings, American Marketing Association Conference, Chicago, IL, 1989.
4. Piercy, N.F. and Giles, W., “The logic of being illogical in strategic marketing planning”, Journal of Marketing Management, Vol. 5 No. 1, 1989, pp. 19-31.