MARKETING PLANNING FOR IMPROVED PERFORMANCE: A COMPARATIVE ANALYSIS

This article reports the findings of an investigation into marketing management in the Netherlands. It specifically analyses the level of marketing orientation and practice in Dutch industry and also examines the relationship between the implementation of the marketing concept and effectiveness. The results are then compared with previous studies, primarily conducted in the United States and Britain. In line with the research findings in those countries, the present study confirmed findings of previous research on the relationship that exists between the level of strategic marketing planning and company performance, thus giving more credence to the empirical findings in these studies.