Document Type



Available under a Creative Commons Attribution Non-Commercial Share Alike 4.0 International Licence


Business and Management.

Publication Details

Irish Marketing Review (2011) Volume 21 Issue 1&2


While marketing planning has received considerable scholarlv
attention from academics, particularly on how it should be approached,
extant research does not explicate in any great detail how this process is actually performed in practice. The limited existing empirical research suggests a lag between theory and practice in terms of marketing planning and strategy making. Therefore, in order to 'market' marketing in B2B organisations, and close this apparent academic-practitioner divide, a greater awareness of who is actually involved in marfceting planning and strategy making processes is needed. The emphasis in this paper thus is to place the 'how' and 'who' in marketing planning under the empirical lens, and through
practitioner insight, to propose a reconceptualisation of the marketing
planning process as a flexible, adaptive and integrative process.


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