ABSTRACT
The purpose of the research was to determine if marketing planning has an impact on the financial performance of a company. Community banks in the southeastern United States were surveyed during two economic time periods (2003-2005 and 2009-2011). The results showed that during the pre-Great Recession (2003-2005) there is less effort needed in marketing planning to get the same financial results as compared to the Great Recession (2009-2011).
Keywords
Marketing planning, community banks, financial performance, return on investment, pre-great recession, and great recession.