Macdonald (1995) suggests that several stages have to be completed in order to arrive at a strategic marketing plan. These are summarised in the diagram below:
The extent to which each part of the above process needs to be carried out depends on the size and complexity of the business.
In an un diversified business, where senior management have a strong knowledge and detailed understanding of the overall business, it may not be necessary to formalise the marketing planning process.
By contrast, in a highly diversified business, top level management will not have knowledge and expertise that matches subordinate management. In this situation, it makes sense to put formal marketing planning procedures in place throughout the organisation.
The extent to which each part of the above process needs to be carried out depends on the size and complexity of the business.
In an un diversified business, where senior management have a strong knowledge and detailed understanding of the overall business, it may not be necessary to formalise the marketing planning process.
By contrast, in a highly diversified business, top level management will not have knowledge and expertise that matches subordinate management. In this situation, it makes sense to put formal marketing planning procedures in place throughout the organisation.
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Pay-per-click (PPC) advertising is one of the top three drivers of on-page conversions, and 40% of brands are routinely increasing their PPC budgets in search of a pay-per-click ROI1. Both are compelling arguments for using PPC, but for the uninitiated, PPC advertising and PPC campaign management can be a bit intimidating.
https://ppcexpo.com/ppc
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