Advertisement

Planning Process Formalization

Abstract

The scale measures the degree of emphasis organizations place on rules and procedures when developing marketing plans.

Keywords

Exploratory Factor Analysis Market Research Product Manager Plan Output American Market Association 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.

References

  1. Andrews, J./ Smith, D. C. (1996): In Search of the Marketing Imagination: Factors Affecting the Creativity of Marketing Programs for Mature Products, in: Journal of Marketing Research, Vol. 33, pp. 174–187.CrossRefGoogle Scholar
  2. John, G./ Martin, J. (1984): Effects of Organizational Structure of Marketing Planning on Credibility and Utilization of Plan Output, in: Journal of Marketing Research, Vol. 21, pp. 170–183.CrossRefGoogle Scholar

Copyright information

© Deutscher Universitäts-Verlag | GWV Fachverlage GmbH Wiesbaden 2007

Personalised recommendations