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Marketing planning: best practice

Dibb, Sally (2001). Marketing planning: best practice. Marketing Review, 2(4) pp. 441–460.

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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.

Item Type: Journal Article
ISSN: 1469-347X
Keywords: Marketing Planning; Marketing Plan; Marketing Planning Cycle; Marketing Implementation; Marketing Management; Marketing
Academic Unit/Department: Open University Business School
Interdisciplinary Research Centre: Innovation, Knowledge & Development research centre (IKD)
Item ID: 2022
Depositing User: Users 12 not found.
Date Deposited: 31 May 2006
Last Modified: 02 Dec 2010 19:46
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