The Planning Process

Tim Calkins
Additional contact information
Tim Calkins: Kellogg School of Management

Chapter Chapter 6 in Breakthrough Marketing Plans, 2012, pp 73-105 from Palgrave Macmillan

Abstract: Abstract CREATING A BREAKTHROUGH MARKETING PLAN takes time, energy, and effort. You can’t just sit down and write a marketing plan in an hour, unless you are working in a very small organization and already know the business exceptionally well. A good plan is based on a deep understanding of the business, the customer, the competition, and the market, together with smart strategic thinking and solid program development. All of this takes time.

Keywords: Market Share; Planning Process; Senior Management; Business Unit; Brand Position (search for similar items in EconPapers)
Date: 2012
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-1-137-10761-9_6

Ordering information: This item can be ordered from
http://www.palgrave.com/9781137107619

DOI: 10.1057/9781137107619_6

Access Statistics for this chapter

More chapters in Palgrave Macmillan Books from Palgrave Macmillan
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().