If you are experiencing problems downloading PDF or HTML fulltext, our helpdesk recommend clearing your browser cache and trying again. If you need help in clearing your cache, please click here . Still need help? Email help@ingentaconnect.com

An Empirical Investigation into the Process of Strategic Marketing Planning in SMEs: Its Attendant Problems, and Proposals Towards a New Practical Paradigm

$54.78 plus tax (Refund Policy)

Buy Article:

Abstract:

An overview is taken of the modern process of strategic marketing planning. It is concluded that it is more appropriate for larger companies. Indeed, its very complexity, especially in relation to the marketing audit, can be a demotivator for small and medium enterprise (SME) managers. Such SMEs require a simpler tactically based methodology.

Research was undertaken amongst a sample of SME managers and their prejudices against marketing planning processes were confirmed. They were also questioned in terms of what type of marketing planning structure would most suit SME needs. This resulted in a proposal for a new tactically based methodology, that has now been successfully trialled and applied in three dissimilar SMEs.

Document Type: Research Article

DOI: http://dx.doi.org/10.1362/026725798784867518

Publication date: November 1, 1998

More about this publication?
Related content

Share Content

Access Key

Free Content
Free content
New Content
New content
Open Access Content
Open access content
Subscribed Content
Subscribed content
Free Trial Content
Free trial content
Cookie Policy
X
Cookie Policy
ingentaconnect website makes use of cookies so as to keep track of data that you have filled in. I am Happy with this Find out more