chapter  13
14 Pages

Planning marketing tactics

The chapter reviews and explains each of the stages in the planning process, which are summarized in Figure 13.1. It stresses the objectives, resources and tactical budget dialogue that are part of the process of marketing communications within the firm and the means of bringing marketing together with other parts of an organization. Although the process is obviously most relevant to larger organizations, it is ultimately a logical thought process that is just as applicable in principle to small businesses.