Marketing Planning, Administration and Control
Corporate planning may be defined as ‘The planning of the total resources of a company for the achievement of quantified objectives within a specific period of time’.1 Hence corporate planning has been developed to meet the management need to take an objective, overall view of the financial services firm’s total operations, and to ensure that the criteria for success are being fulfilled. As such, it involves making carefully considered decisions before taking action. Planning is one of the first and most important functions of marketing. The chief financial institution executives should expect to look to marketing for help in corporate planning. Similarly, within the marketing function itself considerable planning is required to answer questions such as the following: What type(s) of customer does the financial organisation want? In what direction is the firm going? How many new employees will be required to service new branches, new services, new customers? What will be the most profitable products, services, branches, customers, activities, markets and so on?
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