chapter  5
Strategic development and marketing planning
Pages 20

Planning is an essential element of marketing. Planning will help to ensure that an organization’s marketing activities are consistent with its objectives, with the capabilities of the organization and with the needs of the marketplace. Planning provides a systematic analysis of what marketing activities are being undertaken, why and how. Effective planning must establish targets, identify how and when those targets are to be achieved, and establish who will take responsibility for the relevant marketing tasks. By stating objectives, procedures, processes and personnel requirements prior to undertaking marketing activities, the plan also provides a framework for the monitoring and control of marketing.