A Critical Literature Analysis of the Relationships of Marketing and Strategic Planning Under Project Environments

Abstract

This paper investigates marketing and strategic planning issues, its relationship to project management, and the factors affecting these relationships. The authors perform an unstructured and structured literature review, which identified 83 articles that explore the critical variables in this paper. Factors are often seen as operational factors that are directed towards personnel tasked with daily operations. Notably, project management, when tasked with marketing and strategic planning, is challenged to cope with evolving situational alterations that require a different set of skills. Particularly, they contribute to several bodies of knowledge, including project management, decision-making, strategic planning, marketing, and leadership. The study builds on these bodies of knowledge and also addresses gaps identified in these research fields. They contribute to research on factors through various avenues for future research.