The Interactive Effects of Strategic Marketing Planning and Performance: A Neural Network Analysis

Phillips, Paul A. and Davies, Fiona and Moutinho, Luiz (2001) The Interactive Effects of Strategic Marketing Planning and Performance: A Neural Network Analysis. Journal of Marketing Management, 17 (1-2). pp. 159-182. ISSN 0267-257X. (The full text of this publication is not available from this repository)

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Abstract

Marketing managers practice in a consistently changing environment necessitating the need for the formalisation, implementation and evaluation of strategic marketing plans. Nevertheless, despite the advocated benefits of strategic marketing planning, a paucity of empirical evidence makes this notion speculative. This study examines the relationships between strategic marketing planning and performance. The interactive effects of strategic marketing planning and performance are stressed and examined. Findings suggest that the issue is not whether strategic marketing planning affects performance, but rather what marketing capabilities are required to enhance performance. This study extends the knowledge of strategic marketing planning and performance by focusing on the service industry, and provides controls for market-level influences by being restricted to the hotel sector

Item Type: Article
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Faculties > Social Sciences > Kent Business School > International Business and Strategy
Depositing User: Paul Phillips
Date Deposited: 04 Sep 2008 16:00
Last Modified: 03 Jun 2014 14:18
Resource URI: http://kar.kent.ac.uk/id/eprint/10308 (The current URI for this page, for reference purposes)
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