... on the dairy market, where the company does not have a very strong market position, and illustrates how through an analysis of the environment (internal and external audit) the company's strategic direction and marketing plan can be designed more effectively. Design/methodology/approach The paper adopts...

...Lyndon Simkin The literature has for more than two decades warned of operational, organizational, dysfunctional, market and managerial barriers hindering the actioning of marketing plans and indeed acting as hurdles impeding the very activities at the heart of effective marketing management. Many...

... in attacking US markets. The result was increased marketing planning, focusing on market identification through segmentation and a consolidating of planning efforts related to advertising, merchandising, sales, promotion, and publicity. Marketing as an independent business discipline expanded rapidly...

... Marketing planning Media Saudi Arabia One of the challenges facing marketing managers of industrial products and services in international markets is how best to carry their sales messages to the decision makers who make the purchase decisions for their companies. To deliver messages effectively...

...Yanqing Duan; Phillip Burrell Formal planning can yield many benefits for all types of companies but many companies are experiencing difficulties with marketing planning. It has been recognized that expert systems would bring benefits to companies by helping them make better strategic plans...

... globally. Considers the development of the marketing plan and the information required regarding competitors that will enable the company to out‐position its rivals. Illustrates the need for flexibility in the process in order to adapt to changing environmental conditions,e.g. new products. Concludes...

... proportional to the ability to predict the future. Most see it as an amorphous danger, incapable of direct analysis but potentially ruining the best-laid marketing plans. However, rational choices about the future can be made without perfect information, through a powerful analytic technique. This article sets...