Abstract
Marketing planning is a key function for marketing oriented organisations. The following paper has been compiled in order to develop a marketing plan for a soft drink beverage company. Though out this case, it is illustrated that the stages in planning process are interrelated and cannot work in isolation. They all add to the development of a focus and specific marketing plan that needs to be followed by marketing oriented companies.
Original language | English |
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Pages (from-to) | 134-151 |
Number of pages | 18 |
Journal | Innovative Marketing |
Volume | 2 |
Issue number | 2 |
Publication status | Published - 2006 |
Keywords
- Environmental Analysis
- Marketing Planning
- Strategy
- Tactics