Piercy, Nigel F. (2010) Marketing Planning. In: Sheth, J.N. and Malholtra, N.K., (eds.) Wiley International Encyclopedia of Marketing. Chichester, West Sussex: Wiley-Blackwell Publishing Ltd., pp. 154-155. ISBN 978-1-4443-1656-8Full text not available from this repository.
Official URL: http://dx.doi.org/10.1002/9781444316568.wiem01042
Marketing planning is the organizational process that produces strategic and annual marketing plans. Strategic marketing planning can cover a three- to five-year period, in contrast to an annual marketing plan more directly linked to operating budgets. The marketing plan indicates marketing objectives and strategy, and tactics for achieving objectives, providing executives with a written statement of strategy and programs for each target market. While plan formats vary, a marketing plan would normally include a strategic situation summary, market target description, objectives for each market target, marketing program positioning strategy, coordination priorities with other functions, performance metrics, and forecasts and budgets. Marketing plans are closely linked to obtaining financial budgets and other resources required for strategy implementation. Considerable emphasis in the marketing planning process is placed on effective coordination with other functions, such as R&D and operations. Managing marketing planning process effectively requires addressing issues of process design, gaining executive support for the process, and clear links to strategy implementation.
|Item Type:||Book Item|
|Subjects:||H Social Sciences > HB Economic Theory|
|Divisions:||Faculty of Social Sciences > Warwick Business School > Marketing & Strategic Management
Faculty of Social Sciences > Warwick Business School
|Publisher:||Wiley-Blackwell Publishing Ltd.|
|Place of Publication:||Chichester, West Sussex|
|Book Title:||Wiley International Encyclopedia of Marketing|
|Editor:||Sheth, J.N. and Malholtra, N.K.|
|Number of Pages:||2|
|Page Range:||pp. 154-155|
|Access rights to Published version:||Restricted or Subscription Access|
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