...Edward J. Mayo; Lance P. Jarvis Examines the issue of excessive growth in the service firm, using the case example of People Express, a US domestic airline. Addresses the question of how service firms can grow and yet maintain financial stability. Focuses on sustainable growth a marketing planning...

...Nigel Piercy; William Giles Challenges the validity of a traditional model of the stages used in strategic marketing planning, arguing that the conventional model ignores the organizational and human factors present in reality. Proposes an “illogical” model of strategic marketing planning derived...

...Malcolm H.B. McDonald Explores the reasons why the majority of industrial companies continue to rely on forecasting and budgeting systems rather than marketing planning. Identifies the key barriers to the development and implementation of marketing plans. Concludes with recommendations...