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 978-1-4443-1656-8

Full text not available from this repository.

Abstract

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
ISBN:	978-1-4443-1656-8
Book Title:	Wiley International Encyclopedia of Marketing
Editor:	Sheth, J.N. and Malholtra, N.K.
Date:	2010
Number of Pages:	2
Page Range:	pp. 154-155
Identification Number:	10.1002/9781444316568.wiem01042
Status:	Peer Reviewed
Publication Status:	Published
Access rights to Published version:	Restricted or Subscription Access
URI:	http://wrap.warwick.ac.uk/id/eprint/44260

Request changes to a record

Actions (login required)

View Item