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Financial Services Marketing, 2nd Edition by Nigel Waite, Christine Ennew

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4   Strategic development and marketing planning

Learning objectives

At the end of this chapter you should be able to:

•  explain the importance of planning marketing activities;

•  understand the value of taking a strategic approach to marketing;

•  outline stages in the process of planning marketing;

•  understand some of the tools and techniques that are used in developing marketing strategies.

4.1 Introduction

Planning is an essential element of marketing. Planning will help to ensure that an organisation’s marketing activities are consistent with its objectives, with the capabilities of the organisation and with the needs of the marketplace. Planning provides a systematic analysis of what marketing activities are being undertaken, why ...

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