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 - marketing planning

De planning van de doelen van de marketingafdeling van de onderneming, van de maatregelen die moeten worden genomen om deze doelen te bereiken en de consequenties van dit alles voor de kosten en de opbrengsten per product, geografisch gebied of klasse van afnemers c.q. consumenten.
Bron: www.angelfire.com/ca/vlietstra/LOGISTIC.pdf



Marketing planning decides on the basis of marketing analysis and assessment in the context of the overall company plan:
1. the marketing objectives, policies and strategies of the company in terms of its product range, market position and penetration, pricing and distribution systems;
2. the action plans required to implement strategies in terns of research, product development, promotion, advertising, selling and distribution;
3. the results to be achieved in terms of sales revenue and profit targets, and budgetted marketing and selling expenditure.
source: Michael Armstrong, A Handbook of Management Techniques

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