African Journal of
Marketing Management

  • Abbreviation: Afr. J. Mark. Manage.
  • Language: English
  • ISSN: 2141-2421
  • DOI: 10.5897/AJMM
  • Start Year: 2009
  • Published Articles: 153

Full Length Research Paper

Organizational marketing planning by management educated managers

Nasser Fegh-hi Farahmand
Department of Industrial Management, Tabriz Branch, Islamic Azad University, Tabriz, Iran
Email: [email protected]

  •  Accepted: 12 August 2011
  •  Published: 31 August 2011



This paper proposes a relation of Organizational Marketing Planning (OMP) by Management Educated Managers (MEM) and reviews the Marketing Strategies and Plans (MSP) and performance measurement literature to develop a conceptual model and research propositions. In fact, Business and Industrial Organizations (BIO) influence whether or not those organizations engage in MSP. In this field, the focus is on the special characteristics of MEM such as education type and level. Data are drawn from a survey of the BIO in business and industrial zones of North West of Islamic Republic of Iran that around one-sixth the samples of MEM engage in OMP. The MEM characteristics showing a significant association with a commitment to OMP and also OMP showed a positive association with that MEM with a growth orientation. It is concluded that MEM characteristics can be important in explaining and compilation the OMP within the BIO for implementation. This paper is to explore the ways in which certain characteristics of MEM of BIO generate a tendency to prepare a formal written MSP.


Key words: Organizational marketing planning (OMP), management educated managers (MEM), marketing strategies and plans (MSP).