It is an exchange relationship: a process providing mutual benefit to both parties in the transaction.
It is a managerial process involving analysis, planning, implementation and control. Excellent marketing planning is a core requirement for marketers.
The purpose of marketing planning and its principle focus are the identification and creating of competitive advantage.
Marketing planning is the planned application of marketing resources to achieve marketing objective. It is a systematic process involving the assessment of resources and the marketing opportunities and threats.
It will require a so-called approach with plans such as production, finance and personnel linking with a marketing plan.
The marketing planning process enables information, aims and ideas to be developed into a document that can be easily understood, evaluated and implemented.
Marketing represents a holistic, competitive orientation for business. Marketing planning clearly involves the matching of an organization’s resources with environment, opportunities and constraints in its efforts to achieve long –term ‘strategic’ competitive advantage.
Marketing planning
