A Re-appraisal of the Role of Marketing Planning.

Reviews development of marketing planning literature and the success of its prescriptive advice, based on an empirical study of marketing planning practices. The authors call for a change of perspective, from the present state of concentrating almost exclusively on the "medicine" rather than on the "patient". Stresses the need to recognise that there is a symbiotic relationship between the patient and the cure. The stages of development of a company are outlined, together with the role of "culture carriers". One of the main results of the actions of culture carriers is that they can determine the level of acceptance of marketing planning--four levels are identified and illustrated. [ABSTRACT FROM AUTHOR]