Planning and Control
Planning and Control
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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