Abstract: In this chapter, we examine how objectives, strategies and the marketing mix are put together in a marketing plan. We define marketing planning as: A process which systematically and regularly reviews the direction of marketing policy in the context of a company's business environment and its own capabilities, in order to make changes in policy which will lead to the company's marketing objectives being more fully satisfied. KeywordsCash FlowPlanning ProcessDistribution ChannelCustomer BaseBusiness ObjectiveThese keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.
Publication Year: 1984
Publication Date: 1984-01-01
Language: en
Type: book-chapter
Indexed In: ['crossref']
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