Process Western marketing academics and practitioners change process every time they change content. Process can and should be held constant. Some textbooks change their process up to forty times. Every time a new area is brought forth, a new process is added. This is unnecessary and counterproductive.
All resources apply the same process.
This streamlines and combines thinking. The only ones that have the time to learn all the different processes that are available are those marketing professors who have nothing else to do with their time. Industry cannot afford to be so inefficient. What the reengineers do not do is combine organizational functions. More efficient linear assembly lines are not going to beat the Japanese or the Germans.