The marketing planning parameters require faster response than hierarchical models allow (Al Deen pp.38-158 0. If market opportunity is treated as an important focus of overall effort then reactive processes have to be made as efficient as possible (Jamal pp.482-92).
For that reason the authors have submitted а model of flexible approach which provides for а continuous process of strategic marketing planning rather than one which has to pass through certain levels of authority to be accepted (Aaker p. 45-186). Here there is no need for directional ‘up’ or ‘down’ flows only for harmony of input through participation for those empowered to be responsible for the strategic plans of the company and its units (Assiri pp.937-52).
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