Abstract:

The strategic planning process has changed very significant since the early 1970s. Planning has changed in terms of scope (it needs to encompass a mere diverse range of publics) in terms of time span (the need fox' greater flexibility dictates shorter time spans), and in terms of priorities (evaluative elements have taken precedence over statistical procedures). The paper's main emphasis is on the changes in planning since 1974 why they came about, what they are, why they nearly led to a rejection of the whole concept of planning, and bow management is now coping with them. In conclusion, the paper draws inferences about the contribution to be made by marketing research.