marketing planning - strategic marketing process
Macdonald (1995) suggests that several stages have to be completed in order to arrive at a strategic marketing plan. These are summarised in the diagram below:
The extent to which each part of the above process needs to be carried out depends on the size and complexity of the business.
In an un diversified business, where senior management have a strong knowledge and detailed understanding of the overall business, it may not be necessary to formalise the marketing planning process.
By contrast, in a highly diversified business, top level
management will not have knowledge and expertise that matches subordinate
management. In this situation, it makes sense to put formal marketing planning
procedures in place throughout the organisation.
© Tutor2u Limited All Rights Reserved. All materials published on www.tutor2u.net are protected by copyright and may not be reproduced in part or in whole, for whatever reason, without the prior written permission of tutor2u. The use of tutor2u content for commercial gain of any kind is strictly forbidden. We reserve the right to take legal action against any party or parties found to have breached our copyright. Damages and other remedies are available to us in respect of copyright infringements. About tutor2u tutor2u is a leading publisher of e-learning resources for Economics, Business, Politics and related subjects. Our materials are used by over 3,500 schools and colleges in the UK and in educational institutions in over 85 other countries. tutor2u was named Online Learning Resource of the Year at the prestigious BETT Show - the World's leading educational show. |
Privacy & terms of Use |
Contact us |
Teacher Newsletters & Subject Blogs |
