Can Your Marketing Planning Procedures be Improved?

Stanley F. Stasch · Patricia Lanktree

52 citations0/0 files storedJournal of Marketing

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Marketing and Advertising Strategies Business Strategies and Innovation Strategic Planning and Analysis

Abstract

Just how do companies go about developing their annual marketing plans? A study of six consumer package goods companies compares and contrasts planning practices, and establishes “benchmarks” and “guidelines” for improving marketing planning procedures.

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References

1973Marketing Management: Analysis, Planning and Control 1978Basic Marketing: A Managerial Approach 2010The Fundamentals of Marketing 2014Marketing Productivity Analysis 1977Marketing: Basic concepts and decisions 2012Strategic Marketing Planning 1975The Changing Role of the Product Manager in Consumer Goods Companies 1979Marketing Strategy and Plans

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1996Strategic planning and business performance in the quoted UK hotel sector: results of an exploratory study 1983Strategic Marketing Planning by Product Managers. Room for Improvement?2000The Strategic Planning Index: A Tool for Measuring Strategic Planning Effectiveness 2003Strategic marketing planning: a grounded investigation 1999Measuring strategic planning effectiveness in hotels 1998Benchmarking to Improve the Strategic Planning Process in the Hotel Sector

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