Marketing Planning Process

Marketing Planning Process - a systematic approach to the achievement of marketing goals.

There is recognition that the formal marketing planning process does not take into account the human realities of the planner. Marketing plans may in reality be driven from below by tactics rather than from above by strategies.

As we saw in the Managing External Forces and Marketing Planning and Strategy tutorials, there are many components, both internal and external, that must be considered within the marketing planning process.

See also: Customer, Strategy, Analysis, Market, Marketing plan