Marketing Planning

Concept: Marketing Planning

Definitions of Marketing Planning

DefinitionTypeReference
The firm's ability to formulate marketing strategies that optimise the match between the firm's resources and its marketplace.IndependentVorhies & Morgan, 2005

Measurements of Marketing Planning

DimensionsItemsAnchorsCronbach AlphaSample SizeTypeItems IncludedCopyrightedReference
5 7 0.91 230 Developed Yes No Vorhies & Morgan, 2005