In marketing as in other endeavors, a well thought out plan of attack is essential. The actual marketing campaign is only launched after much of the marketing plan has been carried out. To a great extent the effectiveness of the initiative will reflect the quality of plan that is formulated. This chapter describes the steps involved in marketing planning and offers guidance on effective plan formulation.


Internal Audit Marketing Effort External Audit Planning Team Marketing Plan 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.


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© Springer Science+Business Media, LLC 2008

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