MANAGERIAL PERCEPTIONS OF MARKETING PLANNING[1]
研究了管理者对营销规划的个人认知差异，发现同一组织内管理者认知存在显著不同，并据此提出若干理论命题。
ABSTRACT The literature on marketing planning is largely prescriptive in nature, with little reporting of empirical research. Additionally, the latter has been mostly concerned with classifying the official planning procedures that organizations have adopted. This article reports research which has investigated the perceptions of individual managers towards marketing planning. the overall result is that many differences of perception were identified, including major differences between managers in the same organizations. This insight also allowed for the development of a number of theoretical propositions.