ABSTRACT
Introduction The purpose of marketing planning is very simple. It aims to help managers identify a range of potential marketing activities, to choose the most effective ones and to work out what they will cost to implement. It is a systematic process which forces an organized approach to marketing decision-making, leading to greater effectiveness in meeting the needs of current and future audiences and greater efficiency in the use of resources in achieving this. While it is not a panacea for all the problems facing the organization, marketing planning can be an invaluable instrument for identifying and responding to emerging issues in uncertain environments and can be a catalyst for constructive and effective marketing activity. It cannot ensure success, but it does improve the chances of success and reduce the risks of failure.
