The Sage Course Companion on Marketing is an accessible introduction to the subject that will help readers to extend their understanding of key concepts and enhance their thinking skills in line with course requirements. It provides support on how to revise for exams and prepare for and write assessed pieces. Readers are encouraged not only to think like a marketer but also to think about the subject critically. It is much more than a revision guide for undergraduates; it is an essential tool that will help readers take their course understanding to new levels and help them achieve success in their undergraduate course.

Marketing Planning

Marketing planning

Marketing planning is the development of strategies and tactics for approaching a group of customers. It is the process of creating an appropriate marketing mix.

Strategic planning is often likened to drawing up a ‘road map’ for achieving organisational objectives. This usually means creating a competitive advantage: objectives may or may not be linked to profit, since non-profit organisations also have strategies and seek competitive advantage, and even profit-making organisations often have other objectives as well. Objectives may be linked to growth in market share, or growth in shareholder value, or achieving stability in an unstable market, or any one of many possible outcomes.

The traditional view of planning is that it is cyclical in nature. The outcomes of previous plans and activities are evaluated ...

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