Strategic Marketing Planning by Product Managers—Room for Improvement?

1983 ◽  
Vol 47 (3) ◽  
pp. 92-102 ◽  
Author(s):  
Thomas J. Cossé ◽  
John E. Swan
Keyword(s):  
Strategic Planning ◽  
Empirical Study ◽  
Personal Characteristics ◽  
Product Market ◽  
Strategic Marketing ◽  
Organizational Hierarchy ◽  
Data Analyses ◽  
Marketing Planning ◽  
Product Manager ◽  
Planning Processes

Product managers have a unique position in the organizational hierarchy. Neither line nor staff executives, they are responsible for planning and managing the activities of the firm's revenue generating product-market entries and are key executives in the firm's strategic planning and implementation activities. Do product managers utilize planning processes that require the types of data and data analyses recommended in the strategic planning literature? What organizational and personal characteristics are related to product manager planning activities? This article reports findings of an empirical study designed to answer these questions.

scholarly journals The Role of Changing Management in the Process Of Enhancing the strategic Marketing Planning in Jordanian Industry Sector (Model-Complement)

2017 ◽  
Vol 12 (5) ◽  
pp. 130
Author(s):  
Salman Mohammad Abulehyeh ◽  
Ali Falah Al-zoub
Keyword(s):  
Strategic Planning ◽  
Change Management ◽  
Investment Strategy ◽  
Strategic Marketing ◽  
Sector Model ◽  
Several Variables ◽  
Marketing Planning ◽  
Market Situation ◽  
Set Up

This study examines the role and importance of change management in enhancing and managing strategic marketing planning related to strategic problems characterized by depth and complications. This rather planning demands extensive and deep research concerns variables and capabilities of futuristic analysis of propositions and probabilities. Thus, planning designers are the critical suppliers to the organization. The importance of studying change management is stressed, as well as its role in enhancing the process of strategic planning which is essential for the organization in the future. This is the main subject of this study. A matrix including several variables has been set, being one of the tools of marketing strategic planning for the organization. These variables decide the extent of market attraction and its competitive position in different market situations. Additionally, another matrix was set up to determine the competitive capability of the organization. On this basis, the suitable investment strategy has been determined, according to each market situation, in relation to market attraction & the competitive capability of the organization. After finishing the marketing revision, evaluation of the organization's internal situation has been done as to the threats and opportunities in comparison to opportunities and threats in the external environment. Good management and investment in change management employed by food companies in the private Jordanian sector is still limited due to obstacles, limitations related to managers and leaderships as well as present technical, financial, and information capabilities.

scholarly journals The strategic marketing planning – General Framework for Customer Segmentation

10.26458/1416 ◽  
2014 ◽  
Vol 14 (1) ◽  
pp. 49
Author(s):  
Alina Elena OPRESCU
Keyword(s):  
Strategic Planning ◽  
General Framework ◽  
Business Environment ◽  
Customer Segmentation ◽  
Strategic Marketing ◽  
Sequential Process ◽  
Marketing Activity ◽  
Strategic Resources ◽  
Marketing Planning ◽  
Customers Segmentation

Any approach that involves the use of strategic resources of an organisation requires a responsible approach, a behaviour that enables it to properly integrate itself into the dynamic of the business environment. This articles addresses in a synthetic manner, the issues of specific integration efforts for customers’ segmentation in the strategic marketing planning. The essential activity for any organisation wishing to optimise its response to the market, the customer segmentation will fully benefit from the framework provided by the strategic marketing planning. Being a sequential process, it not only allows time optimisation of the entire marketing activity but it also leads to accuracy of the strategic planning and its stages.    

Integrating Global Trends Information Into Army Strategic Planning Processes

1993 ◽  
Author(s):  
Richard L. Schneider ◽  
Prameela V. Reddy ◽  
Samuel T. Ariaratnam ◽  
Victoria J. McCleary
Keyword(s):  
Strategic Planning ◽  
Global Trends ◽  
Planning Processes

The Image of the Accountant in a German Context

2004 ◽  
Vol 4 (1) ◽  
pp. 62-89 ◽  
Author(s):  
Andreas Hoffjan
Keyword(s):  
Content Analysis ◽  
Empirical Study ◽  
Cost Reduction ◽  
Maximum Degree ◽  
Work Ethic ◽  
Personal Characteristics ◽  
Management Accountant ◽  
The Subject ◽  
Professional Context

This study introduces content analysis as a method of examining the accountant's role. The empirical study is based on 73 advertisements, which are directed primarily at employees who are affected by the management accountant's work. The findings of the study indicate that the subject of accountancy is used particularly in connection with promises of “cost reduction.” Consequently, the majority of advertisements use the accountant stereotype of “savings personified.” In a professional context, the work ethic of the management accountant is given particular emphasis in the advertisements. He/she identifies him/herself with his/her task to the maximum degree, is regarded as loyal to his/her company and, for the most part, is well organized in his/her work. However, the characterization of the management accountant as a well disciplined company-person conflicts with the negative portrayal of his/her professional qualities. In advertisements, the management accountant is portrayed as a rather inflexible, passive, and uncreative specialist who, as a result of these qualities, often demotivates others. The personal characteristics of the management accountant are shown in a negative light. This gives him/her the unappealing image of a humorless, envious, dissociated, and ascetic corporate-person.

Strategic marketing planning for national tourism

1990 ◽  
Vol 45 (1) ◽  
pp. 18-27 ◽  
Author(s):  
David Gilbert
Keyword(s):  
Strategic Marketing ◽  
Marketing Planning

scholarly journals Do Brands Matter in Unlisted Firms? An Empirical Study of the Association between Brand Equity and Financial Performance

2018 ◽  
Vol 8 (4) ◽  
pp. 65
Author(s):  
Anne Schmitz ◽  
Nieves Villaseñor-Román
Keyword(s):  
Strategic Planning ◽  
Empirical Study ◽  
Financial Performance ◽  
Brand Equity ◽  
Brand Management ◽  
Earnings Persistence ◽  
Financial Indicators ◽  
Future Earnings ◽  
Measures Of Performance ◽  
Unlisted Firms

In spite of the importance of the brand management in marketing studies and practice, there is a scarcity of prior research on the links between brand equity and financial performance, particularly in unlisted (unquoted) firms. The study contributes to prior research along a number of dimensions. It provides evidence on the relevance of brands for unlisted firms of several industries, by showing that brand equity is associated with financial performance even in non-quoted firms without world-recognized brands. Second, the study analyzes the association between brands and accounting-based measures of performance, across different windows and financial indicators. Finally, the evidence on earnings persistence is particularly relevant, as it potentially sheds light on the existing debate on the association between brand equity and stock markets. To the extent that firms with greater brand equity have more persistent earnings, current earnings contain greater information about future earnings, which show the relevance of brand management in the strategic planning of unlisted firms.

Averting Diversity: A Review of Nominations and Appointments to the Philippine Supreme Court (1988-2008)

2011 ◽  
Vol 6 ◽  
pp. 1-18 ◽  
Author(s):  
Dante B. Gatmaytan ◽  
Cielo Magno
Keyword(s):  
Empirical Study ◽  
Supreme Court ◽  
Geographical Origin ◽  
Personal Characteristics ◽  
Legal Issues ◽  
Future Research ◽  
Professional Experience ◽  
Academic Background ◽  
The Supreme Court

AbstractThis paper is an empirical study on the nominations and appointments of Supreme Court Justices during a twenty-year period from 1988, when the Judicial and Bar Council (JBC) was created in the 1987 Philippine Constitution, to 2008. The study examines the profile of individuals nominated by the JBC including their gender, age, geographical origin, academic background, and professional experience. It also explores whether the appointing Presidents display any preferences based on personal characteristics relating the effects of these preferences to the diversity on the Supreme Court. The study indicates that nominees and appointees all hail from the same background. As a result, membership of the Supreme Court is sorely unrepresentative of Philippine society. This study sets the stage for future research that will determine how this lack of diversity on the Supreme Court can affect the resolution of legal issues.

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