ABSTRACT
By the end of this chapter you should:
have a clear understanding of the stages in marketing planning;
have a detailed insight into auditing in the widest sense;
have a clear idea of the issues that arise specifically when dealing with communications planning;
know why communications audits matter and know how to do them;
understand what communications objectives are and know how to go about setting them;
have a better understanding of some of the most popular methods for setting a budget.
