Marketing Planning Process Under a Network Approach

FEARP Working Paper No. 0015/2003

16 Pages Posted: 4 Feb 2004

See all articles by Marcos Fava Neves

Marcos Fava Neves

University of São Paulo (USP) - Business Administration


Marketing literature shows that the main sequences of strategic marketing planning and control processes do not have a strong network approach, since these sequences consider the company in a more individual approach. This article presents a new sequence of steps, which was applied as a Strategic Marketing Planning and Control framework in three companies and incrementally adjusted over a period of three years based on the observed results in three companies. This approach differs from other planning proposals in that it views the firm as part of a production network and it makes active use of inter-firm relationships and collective action tools in designing marketing activities. Many collective actions can be undertaken by firms that operate in the same markets, as competitors or as suppliers of complementary products. This research revealed a considerable desire among the firms to act jointly in their marketing actions.

Keywords: Marketing, marketing planning, networks, collective actions

JEL Classification: M30, M31, L22

Suggested Citation

Fava Neves, Marcos, Marketing Planning Process Under a Network Approach. FEARP Working Paper No. 0015/2003, Available at SSRN: or

Marcos Fava Neves (Contact Author)

University of São Paulo (USP) - Business Administration ( email )

FEARP Av dos Bandeirantes 3900
Ribeirao Preto, Sao Paulo, 14020-740
55-16-6023892 (Phone)

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