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MARKETING MANAGEMENT - Marketing Process

Marketing Planning - Marketing Process

   Posted On :  17.06.2018 11:20 pm

Marketing planning involves objectives and plans with a 2-5 year time horizon and is thus further from day-to-day activity of implementation.

Marketing Planning

Marketing planning involves objectives and plans with a 2-5 year time horizon and is thus further from day-to-day activity of implementation. Because of their broader nature and longer-term impact, plans are typically developed by a combination of higher-level line managers and staff specialists. If the specialists take over the process, it loses the commitment and expertise of the line managers who are responsible for carrying out the plan. The planning process is probably more important than the final planning document. The process ensures that a realistic, sensible, consistent document is produced and leads to important organizational learning and development in its own right.
 
In accordance with the strategy chosen, a long term plan of financing the project of expansion or diversification with details of acquisition of machinery and equipment, searching and choosing sources of materials, recruiting and training of human resources, on operational side and on the marketing side the development of four Ps, for a product or product line.

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