Abstract
This study develops and tests a set of behavioral propositions for economic development planners. These propositions are based on a generalized marketing model that is applied to the community economic development process. The impact of a personal background variable—educational orientation—on planners' perceptions of corporate priorities in site location decisions and planners' approaches to the marketing process are examined. The findings suggest that educational training has a relevant influence on the marketing management style of community economic development planners in California. Planners with business majors appeared to utilize market analysis procedures (using market-specific information and understanding corporate priorities) better than did planners with nonbusiness degrees. Business majors were also more likely to be associated with aggressiveness in pursuing targeted firms in the implementation stage than were nonbusiness majors.
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