Whom to Involve in PlanningThe Marketing Planning CycleAnalyzing the SituationStep One: Understand and Align with Corporate GoalsStep Two: Describe Your Target Markets, Accounts, and BuyersStep Three: SWOT AnalysisStep Four: PPPPlease PlanStep Five: Positioning, Messaging, and NamingCreating Marketing GoalsDefining Marketing StrategiesKey HighlightsRecommending ReadingOnline ResourcesEndnotes