Marketing Objectives and Plans

Hamish E. Macarthur and Merlin Stone

Chapter Chapter 13 in How to Market Computers and Information Technology, 1994, pp 250-260 from Palgrave Macmillan

Abstract: Abstract In this chapter, we examine how objectives, strategies and the marketing mix are put together in a marketing plan. We define a marketing plan as: A process which systematically and regularly reviews the direction of marketing policy in the context of a company’s business environment and its own capabilities, in order to make changes in policy which will lead to the company’s marketing objectives being more fully satisfied.

Keywords: Planning Process; Distribution Channel; Customer Base; Business Objective; Marketing Organisation (search for similar items in EconPapers)
Date: 1994
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-1-349-13402-1_13

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DOI: 10.1007/978-1-349-13402-1_13

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