Marketing planning, market orientation and business performance

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European Journal of Marketing

ISSN: 0309-0566

Online from: 1967

Subject Area: Marketing

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Document Information:
Title:	Marketing planning, market orientation and business performance
Author(s):	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)
Citation:	Sue Pulendran, Richard Speed, Robert E. Widing II, (2003) "Marketing planning, market orientation and business performance", European Journal of Marketing, Vol. 37 Iss: 3/4, pp.476 - 497
Keywords:	Company performance, Market orientation, Marketing concept, Marketing planning
Article type:	Research Paper
DOI:	10.1108/03090560310459050 (Permanent URL)
Publisher:	MCB UP Ltd
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.