An overview of the Marketing Planning Process

Introduction
The practice of Marketing Planning has been the focus of businesses from all areas of industry. The importance of such a plan enables the organization to identify marketing opportunities, give direction towards company objectives and allow follow up procedures if necessary. The marketing plan as described by Sally Dibb in Marketing Planning Best Practice encapsulates a systematic process that explores marketing analysis, strategy development and the design and implementation of marketing programs as well as the importance of evaluation. This functional process has become co…