Formal Marketing Planning and Performance: The Case of Transitional Economy

Tamara Jovanov Marjanova (), Riste Temjanovski () and Snezana Ristevska Jovanovska ()
Additional contact information
Tamara Jovanov Marjanova: University “Goce Delcev”
Riste Temjanovski: University “Goce Delcev”
Snezana Ristevska Jovanovska: University “Ss. Cyril and Methodius”

A chapter in Business Challenges in the Changing Economic Landscape - Vol. 2, 2016, pp 277-292 from Springer

Abstract: Abstract This analysis aims to identify the weaknesses in the marketing planning process in companies in a transitional economy and, confirm the connection between continuous formal marketing planning and business performance (profitability and market orientation). Data was obtained with primary and secondary research. The research explored the food, i.e. confectionery industry (38 % of the registered companies), with the techniques of survey and interview. The descriptive statistics shows that the companies have multiple weaknesses in the marketing planning process: continuous formal marketing planning occurs rarely, there is lack of knowledge about the systematic planning process and a tendency of misuse of analytical tools. The deductive statistics demonstrates a direct connection and dependence of profitability and market orientation degree on implementation of continuous formal marketing planning. Limitations arise from the sample size and the (one) chosen industry sector. Nonetheless, there are some practical and social implications: correction of current practices and change in the views about the effects of the marketing planning process. The value on a national level derives from the fact that it is one of few papers that analyzes this subject through primary data. The results can also be consulted by researchers and practitioners from other transitional economies.

Keywords: Marketing planning; Business performance; Transitional economy (search for similar items in EconPapers)
Date: 2016
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:eurchp:978-3-319-22593-7_20

Ordering information: This item can be ordered from
http://www.springer.com/9783319225937

DOI: 10.1007/978-3-319-22593-7_20

Access Statistics for this chapter

More chapters in Eurasian Studies in Business and Economics from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().