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Effectiveness in marketing planning

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  • Gordon E. Greenley

Abstract

This paper is concerned with the assessment of effectiveness, despite the problems involved in its determination. The conventional approach to assessment is considered first. This is based upon a determination of the success of the planning in achieving its objectives. However, the problem here is that it does not consider the actual nature of the planning. A multidimensional approach is then considered, which attempts to overcome this problem, by measuring effectiveness within the planning system. The paper concludes that there are two types of effectiveness to be measured. However, although it recognizes the value of the conventional approach, the multidimensional approach is only seen to be useful in being an indicator to certain factors.

Suggested Citation

  • Gordon E. Greenley, 1983. "Effectiveness in marketing planning," Strategic Management Journal, Wiley Blackwell, vol. 4(1), pages 1-10, January.
    • Handle: RePEc:bla:stratm:v:4:y:1983:i:1:p:1-10
    DOI: 10.1002/smj.4250040102
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    Cited by:

    1. Greenley, Gordon E. & Foxall, Gordon R., 1996. "Consumer and nonconsumer stakeholder orientation in U.K. companies," Journal of Business Research, Elsevier, vol. 35(2), pages 105-116, February.
    2. Rudd, John M. & Greenley, Gordon E. & Beatson, Amanda T. & Lings, Ian N., 2008. "Strategic planning and performance: Extending the debate," Journal of Business Research, Elsevier, vol. 61(2), pages 99-108, February.

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