Marketing planning processes in UK and US companies

Empirical evidence indicates that marketing planning is not as straightforward as the prescriptive literature suggests, and that it is a multidimensional process. As none of the empirical studies have taken a multidimensional process approach, Piercy and Morgan (1990) suggested a theoretical model as an initial attempt to understand this process. The empirical study reported in this article demonstrates the value that can be gained by using such a model as the basis for research. Four different types of marketing planning process were identified in samples of UK and US companies. Directions for further research are suggested.