Planning Process Formalization


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


Exploratory Factor Analysis Market Research Product Manager Plan Output American Market Association 
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  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

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