Define changing perspectives in Marketing planning.

New perspective of marketing:During last decade, our perspective in marketing has been consistently changed from functional view, emphasis the elements of marketing program our intentions has focused on the strategic role of marketing. Its position inter functional interaction and relevance for the managerial or cultural orientation of the firm. To name just a few evolving trends most of the new conceptual thirst is based on waving theoretical sources using different vocabulary. Analytical framework: the market shares with the strategic management the fundamental focus on environment firm linkage. Basically, marketing covers the customers and competitors oriented domain of the firm environment interaction. This form its generally accepted scope. Conceptually marketing can be extended to cover any relationship between firms. Following the firm environmental interaction tradition marketing structures, skills, strategies and process can be explained from the perspectives of matching or aligning the related organizational resources with the environmental contexts. Four interlinked levels are used to examine the research approaches relevant of marketing: Environmental industry market level Environmental marketing interaction level Organization level Functional level In very simplistic term these sub domains can be described as theory of industry market environment, theory of industry market environmental marketer strategy, inter functional theory or theory of marketing. As a whole, they cover the extended domain of marketing. Emerging approaches into marketing:In the present context, only brief can be made of the relevant notion research tradition. Theories of industry or market and industry or market evaluation:Since determining argumentation for adopting alternative theories for markets from recite the traditional multiple seller, multiple buyer, short term economic model. A few partial theories of environment industries and markets have been available for research.

Theory of industry competition:Referring to basically economic description of the competitive forces of industry, leading tradition in this approach has been provided by the industrial economic school facing on the Structural form of market Classification of industry into more homogenous competitive group Relevant mode of competition On factors influencing the entry and exist into an industry as well as intra-industry competition Structural forms of market:Theory of industry competition tries to provide analytical description of the basic dimensions of industry and markets. The key issue is the delegation of these dimensions so that they would be associated with the performance within the industry. From process perspective:The task is to explain the dynamic patterns how the industry structure evolves. Markets as network theory:Refers to a description of as associated linked actors comprising not only buyers and sellers but all relevant organization sectors like government agencies, research institutions and consultant. Network theory draws on several disciplines but primarily based on organizational resource interdependent theory or theory of social interactions. Network approach expends the traditional economic oriented view industries not only by including non-seller buyer actors by recognizing the non-economic bands between organizations as technical, time-based, knowledge based social and legal bonds.