Marketing Plans, 8th Edition

Chapter 12 IMPLEMENTATION ISSUES IN MARKETING PLANNING

SUMMARY

1. The implications of size and diversity on marketing planning
2. The role of the chief executive in marketing planning
3. The role of the strategy or planning department in marketing planning
4. Organizing for marketing planning
5. The marketing planning cycle
6. Marketing planning timescales and horizons
7. Barriers to marketing planning and how to overcome them
8. Exercises to turn the theory into practice

THE IMPLICATIONS OF SIZE AND DIVERSITY ON MARKETING PLANNING

Our research has exposed some of the many myths that surround marketing planning and spelled out the conditions that must be satisfied if any company is to have an effective marketing ...