ABSTRACT
This chapter reflects on how marketing planning can drive the adoption of sustainable practices. It is wise to have a degree of structure when planning, hence some widely used frameworks are discussed. Students need to be clear about the terminology, e.g. the difference between objectives, strategies and tactics as this is the lexicon of marketing practitioners. The role of audits is considered with practical examples and many tools/frameworks are critiqued. Students are shown how to create marketing objectives and how to choose the appropriate strategy. Matters relating to implementation and control are addressed. The chapter concludes by considering the barriers to adopting SM planning.
