Introduction: Marketing Planning
Marketing is the process used by organization in developing and implementing a plan to pinpoint, anticipate and fulfill customer demands. The plan should ensure the firm makes sufficient profits. Marketing research and marketing mix are the two elements of marketing planning used to identify and anticipate customer needs as well as meet their requirements. In marketing planning, one deals with gathering, recording and analyzing information about the clients, the product, the market and the competition in the market (Miskelly, 2013, P. 65). The findings of this process help the management in making important firm decisions. Having an adequate marketing planning ...
