Marketing planning, market orientation and business performance
Sue Pulendran
(Gartner Group, Sydney, Australia)
Richard Speed
(Melbourne Business School, University of Melbourne, Melbourne, Australia)
Robert E. Widing II
(Department of Management, University of Melbourne, Melbourne, Australia)
18633
Abstract
This study examines the relationships between marketing planning, market orientation and business performance. We explore conceptually how linking the behaviours of marketing planning with the values of market orientation might be expected impact on business performance. Our findings suggest that high quality marketing planning can lead to performance benefits, but as antecedent to a market orientation, rather than as an independent activity.
Keywords
Citation
Pulendran, S., Speed, R. and Widing, R.E. (2003), "Marketing planning, market orientation and business performance", European Journal of Marketing, Vol. 37 No. 3/4, pp. 476-497. https://doi.org/10.1108/03090560310459050
Publisher
:MCB UP Ltd
Copyright © 2003, MCB UP Limited