Includes Index.

Marketing planning
Existing markets/sectors
Market trends and the marketing environment
Swot analysis : strengths, weaknesses, opportunities and threats
Customer needs, expectations, and buying processes
Competition and competitors' strategies
The strength of the portfolio and future directions
Marketing strategy
Strategy recommendations
Marketing objectives and gap analysis
Required marketing programmes
Resources, schedules, and responsibilities
Additional implications, ongoing needs and monitoring the marketing plan's effectiveness
Controlling implementation of the marketing plan
The marketing plan document
Identifying, diagnosing and treating blockers to progress
Appreciating how to undertake marketing planning in practice

Marketing planning as a process of analysis, thinking and action is essential for survival and long term success. Marketing planning is widely adopted by businesses from all sectors, service companies, manufacturers and public sector/not for profit companies. The process of marketing planning encapsulates elements of marketing management: marketing analyses, development of strategy and the implementation of the marketing mix. It is a systematic process for assessing marketing opportunities, helping organizations to stay in touch with marketplace trends and to keep abreast of customer needs - all designed to help firms compete more effectively. In addition the marketing plan plays a key role in informing the organisation about the agreed marketing strategy and actions required for implementation. The plan also provides details of resource allocation, responsibilities and timelines, and should address potential obstacles to success. The marketing plan is a road map, providing direction to help the business implement its strategies and achieve its objectives.