chapter  4
6 Pages

Pause for thought – strategic marketing planning as a failed technology

This short chapter is aimed at helping readers to assimilate what they have read so far. Rather than introducing new ideas, Chapter 4 pulls together and connects the broad spread of research findings reviewed in Chapters 1 to 3. It is not the aim of this book to review the literature exhaustively, but it is important, before we attempt to improve strategic marketing planning, to gather the facts about what it is, and how and when it works. Besides, the bookshelves of reflective practitioners are already groaning under the weight of half-read books about strategic marketing planning that are not much more than extended diatribes with little or no basis in research.