Abstract
In this chapter, we examine how objectives, strategies and the marketing mix are put together in a marketing plan. We define marketing planning 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.
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© 1984 Merlin Stone and Hamish Macarthur
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Stone, M., Macarthur, H. (1984). Marketing Objectives and Plans. In: How to Market Computers and Office Systems. Palgrave Macmillan, London. https://doi.org/10.1007/978-1-349-07498-3_13
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DOI: https://doi.org/10.1007/978-1-349-07498-3_13
Publisher Name: Palgrave Macmillan, London
Print ISBN: 978-1-349-07500-3
Online ISBN: 978-1-349-07498-3
eBook Packages: Computer ScienceComputer Science (R0)