ABSTRACT
Marketing planning is a process. A glass manufacturer had been allocating a sizeable percentage of its marketing budget to advertising. Management was surprised to learn that its large advertising budget was totally ineffective in stimulating dealers to specify its brand of glass. The advertising was not directed toward its target market’s key buying motives. The business plan, whether it is explicit or implicit, provides the general direction for achieving performance goals. Marketing professionals' annual marketing plan, which is derived from the business plan, tells them what to do throughout the next year. Their marketing plan must show how they will meet their short-term performance goals while also conforming to the business plan’s strategy. Marketing professionals' annual marketing plan must provide the scheme for monitoring performance throughout the year.
