Marketing program planning, process benefits, and store performance: An initial study among small retail firms

Autor:	J. Chris White, Jeffrey S. Conant
Rok vydání:	1999
Předmět:	Marketing Return on marketing investment Digital marketing business.industry Marketing effectiveness Marketing strategy Marketing mix law.invention Marketing management law CLARITY business Marketing research
Zdroj:	Journal of Retailing. 75:525-541
ISSN:	0022-4359
DOI:	10.1016/s0022-4359(99)00017-2
Popis:	Despite the importance of thinking strategically when adapting to environmental change, independent retail firms often find that day-to-day operational demands inhibit their ability to participate in the marketing planning process. Further, the marketing and retailing literature provides few insights to retailers interested in better understanding how to plan most effectively. Past research has emphasized the formal aspects of planning and the empirical evidence is mixed regarding the relationship between planning and performance. This study develops new measures of both marketing program planning (MPP) and the intermediate process benefits that result from planning. We then assess their impact on performance using data collected from independent computer store retailers. Results indicate 1) the planning dimension “strategic clarity” is significantly related to the process benefits “market knowledge” and “marketing program effectiveness,” 2) process benefits mediate the relationship between planning and performance, and 3) process benefits are positively related to financial performance.
Databáze:	OpenAIRE
Externí odkaz:	https://explore.openaire.eu/search/publication?articleId=doi_________::2d4f82f9cac14bcdbfd0114be2e33c45 https://doi.org/10.1016/s0022-4359(99)00017-2 Zobrazit plný text záznamu Full Text from ScienceDirect Plný text ve formátu PDF Plný text ve formátu HTML
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