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The Art and Science of MarketingMarketing for Marketing Managers$
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Grahame Dowling

Print publication date: 2004

Print ISBN-13: 9780199269617

Published to Oxford Scholarship Online: October 2011

DOI: 10.1093/acprof:oso/9780199269617.001.0001

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PRINTED FROM OXFORD SCHOLARSHIP ONLINE (oxford.universitypressscholarship.com). (c) Copyright Oxford University Press, 2021. All Rights Reserved. An individual user may print out a PDF of a single chapter of a monograph in OSO for personal use. date: 26 October 2021

Planning and Control

Planning and Control

(p.369) Chapter 12 Planning and Control
The Art and Science of Marketing

Grahame R. Dowling

Oxford University Press

This chapter discusses marketing planning. Part A of this chapter presents a marketing planning framework that gathers and organizes the information in this book. The framework contains a number of feedback loops to reflect the fact that a great deal of the process of planning involves a compromise between what is desirable and what is feasible. Part B looks at the issue of making marketing work. While there has been a great deal written about designing marketing strategy and programmes, there is much less known about actually implementing marketing. The process of planning is a good way to capture and organize the knowledge about customers, competitors, and markets that is distributed throughout the organization. Also, the process of planning acts as a form of collective decision-making.

Keywords:   marketing planning, marketing plan, marketing target, control, marketing fit

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