Contribution of Strategic Marketing Planning to the Performance of Small and Medium Sized Firms - An Empirical Research

Abstract

Although prescriptive literature attributes a number of benefits to strategic marketing planning, its usefulness, however, is not universally accepted and there is argument as to its benefit and its likely influence on the performance of firms. While some argue that formal strategic planning is a major factor in corporate success and enhances organisational performance others challenge this view. unfortunately, the research on the effect and value of strategic planning has shown conflicting results. This study looks at the impact of strategic marketing planning on performance of the firms and how the performance variables relates to a number of other variables.