Marketing planning: best practice

Abstract

Marketing planning is widely used by businesses from all areas of industry to implement the components of marketing management. This systematic process involves marketing analyses, strategy development and the design and implementation of marketing programmes. Marketing planning enables businesses to systematically review the available marketing opportunities enabling appropriate and co-ordinated marketing activities to be undertaken. This paper explains the role that marketing planning plays and shows how it is used by organisations. Each stage of the marketing planning process is described in detail and the role and format of the Marketing Plan document are explored. The marketing planning process is then illustrated using a detailed case example from the construction equipment industry. Finally, guidance on marketing planning best practice is offered.