chapter  7
46 Pages

Missions and objectives

To be effective, a strategic planning system must be goal driven. The setting of goals

or objectives is therefore a key step in the marketing planning process since, unless it

is carried out effectively, everything that follows will lack focus and cohesion. In

terms of its position within the overall planning process, which forms the basis of

this book, objectives setting can be seen to follow on from the initial stage of analysis

and, in particular, the marketing audit, which provided the focus of Chapter 2 (see

Figure 7.1).