Chapter 14 A STEP-BY-STEP MARKETING PLANNING SYSTEM
PART 1 MARKETING PLANNING SUMMARY
INTRODUCTION
This chapter contains a step-by-step system for completing:
- a strategic marketing plan
- a tactical marketing plan
- a consolidated multi-SBU strategic marketing plan.
It is, of course, possible to complete the proformas provided without reading this book, but we stress that this is very dangerous and may well lead to a plan without any real substance. Consequently, we refer readers back to the relevant sections of the main text.
THE PURPOSE OF MARKETING PLANNING
The overall purpose of marketing and its principal focus is the identification ...
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